CLIENT : adidas
BRIEF : BLACK FERNS RUGBY WORLD CUP JERSEY LAUNCH
IDEA : NO ROLE MODELS

sports. But for girls growing up, they don’t get many chances to see themselves in those at the top. 

Because of this, it was important that we use the World Cup, held in Auckland, as an event to finally put Women’s Rugby at the level it deserves. 

Our goal as an agency was to help make the role models of the next generation as effective as possible, by getting as many eyes on them and their games.

We attacked it by using AV, digital, out of home and retail. Also as part of the campaign, we had the Dream Girl’s Art Collective reimagine what the sports poster looked like from a non-male perspective. These were given away so that kids could finally have their favourite Black Fern on their wall.