adidas - Impact: the art of rugby

Every four years one of the world’s premiere sporting events – The Rugby World Cup – takes hold of many rugby fans and nations around the world.

Impact: The Art of Rugby

Agency: Whybin\TBWA    Advertiser: Adidas   Awards: Integrated (Bronze)

Marketing Challenge

New Zealand has had a long tradition of Rugby in its history. For many New Zealanders the All Blacks are more than a rugby team, they are 'heroes'. However, the elevated status and a tight management structure means rugby fans cannot interact with the team. The All Blacks had become untouchable' and fan's no longer felt the emotional connection with the team.

While the perception of adidas is a...

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