Steinlager Rugby Originals
Steinlager, the New Zealand brewer, supports the All Blacks participation in the Rugby World Cup with a sponsorship activation focused on the Originals, the winning rugby team that toured the UK in 1905, losing only one in 35 games. Due to Heineken’s sponsorship of the Rugby World Cup, Steinlager’s advertising is not allowed to mention the current tournament. A commercial telling the story is accompanied by an three-part online animated narrative at steinlager.com/allblacks. The release of a commemorative white can puts the story in the hands of All Blacks fans.
The Steinlager Rugby Originals campaign was developed at DDB New Zealand by chief creative officer Damon Stapleton, executive creative director Shan Bradnick, creative director Chris Schofield, art director Nicole Sykes, copywriter Rory McKechnie, agency producer Samantha Royal, planning director Rupert Price, group account director Scott Wallace, senior account director Jenny Travers working with Steinlager marketing manager Ben Wheeler.
Sound and music were produced at The Coopers by Cam Ballantyne.
Media was handled at Zenith Optimedia by group business director Alex Lawson, senior media planner Kate Gamble and media assistant Stephanie Todd.
Public relations was handled at The PR Shop by business director Pippa Lekner and account manager Tom Frankish.
Digital work was done at Young & Shand by creative directors Jon Coles and Tim Wood, designer Jack Wadham, art director Harriet Spratt, copywriter Eddie Dickens, head of development Andrew Dover, developer Matt Quinn, director of operations Matt Van Tiel, strategy director Ian Howard, group account director Dan Phillips, account director Dan Maas, senior account manager Danica Paki, account manager Richie Bramley and account executive Emilia Robertson.