25 Years
For the past 25 years, adidas and New Zealand rugby have pushed through expectation, prejudice, and pressure to remain the best in the world. So to launch the new jersey which celebrates the last 25 years, we brought together icons from those years to create something equally as iconic. A classic rugby team photo.
The campaign launched with a hero film and poster of the players coming together for the iconic team photo. A logistical nightmare, but worth it as a rugby fan.
We then supported this moment with 10 films of individual players across the 25 year window talking about the pressure they’ve faced over the span of their career. As well as beautiful portraiture to exist across social, digital and retail.
Agency - Augusto
Executive Creative Director - Adam Thompson
Creative Partner - Ben Carroll
Director - Raymond Edwards
Photographer - Tim D