Steinlager – Originals
With the inevitable tsunami of marketing and media noise set to accompany the 2015 Rugby World Cup, establishing a clear presence inmarket, even for Steinlager, was nigh on impossible. To harness the support of the nation we created a multi-layered and authentic digital experience that gave fans a way to further their passion and support for their beloved All Blacks. Three rich, engaging stories about the Original All Blacks team took kiwis right back to where it all began.
Fans loved the story of our world beating underdogs, heightening the passion they already had for the ABs. It motivated many to share a message of support.
We gathered up all the messages we received, and used them as them to create a speech from New Zealand to the All Blacks on the eve of the World Cup, read by legendary Number 8, Buck Shelford. It simply doesn’t get more authentic than that.
Best Awards – Finalist, Interactive Design | Caples Awards – Finalist, Art Direction
