Icebreaker Hands Up

Icebreaker, a New Zealand company, has built its success on merino wool sourced from New Zealand’s Southern Alps, Icebreaker is deeply in touch with nature. Now the company is giving the 85,000 international rugby fans visiting our country the same opportunity to get back to nature. People may make fun of New Zealand’s fondness for sheep, but this cheeky in-store promotion generated a four fold increase in foot traffic on its first day. Even John Key, Prime Minister of New Zealand, couldn’t stay away. And the Australian rugby team? Well they practically had to be torn off the thing. People with nerve can roll up their sleeves, visit and find out how they can get stuck in.

Icebreaker Merino Hands Up commercial

Click on the image below to play the Icebreaker Hands Up video in YouTube

Icebreaker Merino Hands Up commercial

Icebreaker Merino Hands Up commercial


The Hands Up campaign was developed at Y&R New Zealand, Wellington and Icebreaker. The project was developed at Krafthaus Films. Sound was produced at Marmalade Audio, Wellington.

  • Bull Schuck

    “No sheep were armed in the making of this video.” Classic!