In Maori culture, it is believed that the land you come from defines you as a person in a way that transcends the physical world.
“We are all Born Of This Land and to the land we shall return.”
And there is no place on Earth where this statement is more poignant, and no greater sport that represents our spiritual connection with the ground beneath us than Rugby.
With the 2016 adidas Super Rugby jerseys launching and with unique designs for each franchise reflecting the land from which they came, a powerful idea was born. One that would not just become a statement of intent for every player and fan, but a sentiment that would run much deeper than 15 men on a field. We are all Born Of This Land.
Project: Super Rugby 2016
Born of This Land
Print & Outdoor
The storytelling played across multiple channels. In print & Outdoor, attention-grabbing images were created for each franchise showing the players literally ‘rising’ from the awe-inspiring landscapes of New Zealand.
Game Day & Social Content
At matches, we created short, sharp video content of our players being revealed through the mud. And, through social media we were able to tell the richer stories of the jersey and allow our fans to get closer to the players through ‘behind the scenes’ content.
Limited Edition Packaging
To further drive interest in the new jerseys, we cerated limited edition packaging for each of our franchises. The boxes, much like our key visuals showed the jerseys 'literally rising up' as the influencers opened them.