The All Blacks are the most feared team in the world, and in 2015 they were to unleash their unrelenting force on teams at the Rugby World Cup. Our job was to harness that fear whilst uniting a nation behind the team throughout the championship.


The Force of Black represents everything the All Blacks stand for. For the players, it’s the force they put into every game, its the people that have worn the jersey before them and its the history of the New Zealand culture. For the fans, it’s about powering the greatest team to victory and standing as a united force each and every time the players step onto the pitch.

Client: Adidas

Project: All Blacks Rugby World Cup

Force of Black

The campaign launched online with a 60 second piece of content. It then rolled out through ATL channels in both New Zealand and Europe with billboards in key match locations. Social content was created throughout a six month calender, with real time content created on game days.

A ‘Timeline Capsule’ recorded the minute by minute breakdown of every final game via social media where we createdimagery and videos in real time to capture every moment. A compelling piece of content that filmed the reactions of fans minute-by-minute during the final match was created to wrap up the campaign.

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