L’Equipe All Blacks History

French newspaper L’Equipe prepared readers for the Rugby World Cup with a special edition of L’Equipe Mag dedicated to the All Blacks. The feature, 100% All Blacks, was promoted with a print, outdoor and online advertisement featuring the New Zealand symbol of the silver fern (fougère) transformed into a feathered pen, with the words, “Les plus belle pages de l’histoire des All Blacks” (The Most Beautiful Pages of All Black History).

L'Equipe All Blacks History

L'Equipe All Blacks Fougere


The fougère ad was developed at DDB Paris by executive creative director Alexandre Hervé, copywriter Olivier Lefebvre, art director Benjamin Marchal, illustrator Sonia Presne, account supervisors Paul Ducré and Olivier Massanella.