The Adidas sponsorship of the All Blacks during the Rugby World Cup 2007 is being promoted with a poster showing the All Blacks standing on ground, supported from below by rock spirits and manaia figures. Two months in the making, the ‘Of This Earth’ poster dramatises the strong connection between the All Blacks and the New Zealand earth, as they summon up the spirits and energy of their ancestors for the strength needed in battle. The background above the earth features images of the North Island’s Central Plateau, including volcanoes Ngauruhoe and Tongariro. See the TV ad associated with the Of This Earth (OTE) campaign.
The All Blacks Of This Earth campaign was developed at TBWA\Whybin, Auckland, by executive creative director/art director/copywriter Andy Blood, art directors/copywriters Guy Roberts and Corey Chalmers.