180 Amsterdam/Riot goes ‘Inside the Black Jersey’
Adidas has gone digital, launching an online channel dedicated to international sports content at: www.adidas.tv
The first rugby content on the channel follows The All Blacks on their 2008 Grand Slam tour of the UK and Ireland.
Made by 180 Amsterdam / Riot and directed by Helena Brooks from Joy@RSA, ‘Inside the Black Jersey’ shows life as an All Black over five chapters and through five different perspectives: The Captain, The Rookie, The Joker, The Coaches and The Playmaker.
The documentary gets closer to the All Blacks than ever before, with access to pre-game rituals, previously unseen training routines and in depth one-on-one interviews.
See the teaser and first chapter at www.adidas.tv
Client: Adidas
Agency: 180 Amsterdam / Riot
ECD’S: Richard Bullock (ex OZ) and Andy Fackrell (ex NZ)
Creative: Stacey Lee (ex-Saatchi & Saatchi Auckland)
Producer: Claire Finn
Director: Helena Brooks (Joy@RSA London and Flying Fish NZ)
Title: Inside the Black Jersey
6 Comments
I personally find the over promotion of the All Blacks actually erodes and demystifies the “brand.” (Just my opinion that’s all). But that’s what happens when a European co. like addidas takes over – it’s all about selling jerseys.
don’t make me put that video of the ponsonby under 6 black back up here.
Put it up Paul. It makes me nostalgic for kids sport in general – just having a bit of a run around.
The AB Hookers on the street again, poor bitches.
They must dream of playing in front of a camera rather than talking to one.
Lets not talk about the Shirt Swapping site.
I hate dub
This I can handle. It passed the 7 year old “future of rugby” test.
but that jersey swapping thing. jeez. just too shallow.