WITH A NEW RUGBY World cup competition on the horizon, a new chapter in the adidas x all blacks jersey legacy was upon us.
Every All Blacks’ journey starts as a blank page.
Ready for a legacy to be written.
Adding to those that have come before.
CLIENT: ADIDAS RUGBY
BRIEF: All BLACKS RWC 23 JERSEY LAUNCH
IDEA: WRITE YOUR LEGACY
The kaitiaki of the Black jersey is something that both player, fan and adidas don't take for granted. Merging tech with design to create the symbol of that point in the time for the All Black legacy.
We were given the honour of bringing the story of the jersey to life to celebrate a very exciting, but tense moment for New Zealanders leading into the 2023 Rugby World Cup.
The jersey itself was a collaboration with an artist from Paris, Fey the Wolf, with the plan to imbue the jersey with a sense of a home advantage in it's very design. Hand-drawn ferns adorn the front, all of varying sizes to represent the different legacies that made up the team running on the field. It's the stories of these legacies, ferns both big and small, that gave us our narrative for the campaign.
THe fern fey concepted represented a simple metaphor for legacy. Drawn with a single line, it showed the growth of individuals careers and lives .
Telling the stories of the moments that define not only their legacy in the jersey but their journeys as people.
Then we needed to celebrate the moment it launched.
This wasn't just any jersey, but the one that had the hopes and dreams of getting them back to the top of World Rugby and winning their 5th title. We needed to create a place in time that grounded people in the legacy to date, and set up for the story of the jersey and potential story that could play out when the players took the field wearing it.
An interactive tunnel took you through into the main area, and for those who couldn't make it IRL - we built the experience online for media to get a taste of the moment and download any media assets they needed to help them PR the story.
ThE FINAL:
SO many outcomes, so many ideas.
Then, as the world cup approached, we were tasked with coming up with reactive extensions for social and OOH based on whether Siya Kolisi and South Africa would claim his second cup in a row or the All Blacks would claim their fourth. Win or lose we needed to come up with a response for both. Two ideas would see the light of day and two would live in darkness forever. 
CREDITS
DIRECTOR: Brendan Canty
STILLS PHOTOGRAPHER: Tim D
AGENCY: AUGUSTO