NZ’s Super Rugby players explain connection to culture in new campaign for Adidas
Advertising agency Iris Worldwide Sydney has created a campaign for Adidas and New Zealand Super Rugby that sees players share the inspiration behind the designs of the 2014 jerseys.
The ‘Alive with Pride’ campaign features a series of videos and posters showing players explaining the cultural significance of their origins and their commitment to the game.
https://www.youtube.com/watch?v=de7FlSxKvDc
Marketing manager for Adidas New Zealand, Adam Daysh, said: “By adding value with the bigger story of history and meaning behind traditional symbolism, the pride of both players and fans alike extends far beyond the pitch and into the heartland of the provinces.”
New Zealand-based production company Augusto created the online content. Three players from each team feature in the videos, as well as the designers who were part of the process.
https://www.youtube.com/watch?v=jh41XBTHGck
Executive creative director of Iris Sydney, Mike Spirkovski, said the stories had great significance: “The artists’ designs reach far back in to the town, the land and the history of place. Rugby is entrenched in the New Zealand psyche in a deeply cultural way.”
CREDITS:
Agency
Penny Dixon, Managing Director
Mike Spirkovski, Executive Creative Director
Phil Shearer, Copywriter
James Griffiths, Art Director
Roger Dore, Producer
David Fleming, Designer
Josh Penno, Finished Artist
Dan Pankraz, Regional Strategic Director
Angie Laxton, Group Account Director
Courtney Borg, Account Executive
Client
Adam Daysh, Marketing Manager, adidas New Zealand
Artists
Blues – Tony Graystone
Chiefs – Leon Kipa
Hurricanes – Liam Gerrard
Crusaders – Joel Hart
Highlanders – Sarah Larnach
Agent/Producer – Rob Finn
Augusto
Michelle Walshe, Director
Rob Malloch, Account Director
David Cameron, D.O.P
Motion Graphics Design; Tany Caseanu & Shaun Madgwick
Mariano Segedin, Editor
Rebecca Richardson, Producer
Gabe Mueller, Sound
