Adidas All Blacks Bonded By Blood

Adidas and New Zealand Rugby Union worked together with agencies Whybin TBWA NZ and 180 Amsterdam to produce the award-winning promotion “Bonded By Blood”. On May 31, 2006, the 39 members of the All Blacks team gathered to shoot photography for the annual poster, 45,000 copies of which were to be made available for fans. The team was to be shown performing a traditional haka (Maori war dance). Under the sponsorship of Adidas the All Blacks went a step further in their connection with the fans. The advertising team worked with NZ Blood Service to take blood samples from each of the players, sterilizing it before combining it with the ink used to print 8000 commemorative All Blacks posters. The posters were given to those who purchased an All Blacks jersey.

All Blacks Bonded By Blood poster

All Blacks Bonded By Blood poster

All Blacks Bonded By Blood

Click on the image below to play the behind-the-scenes video.


The Bonded By Blood campaign was developed at TBWA\Whybin, Auckland, by executive creative director/copywriter Andy Blood (yes that’s his name), art director Guy Roberts, account executives Mark Cochrane and Ben Sendrove, account manager Jono Twyman, photographer Ross Brown (via Match Photographers), retoucher Andy Salisbury and typographer Hayden Doughty at CAKE.

The Bonded by Blood campaign has won the Promo Grand Prix at Cannes 2007, along with the Best of Show in the 2007 CAANZ Axis Awards.