Black Ferns
When the Black Ferns were young, they didn’t have female rugby players to look up to. The women’s arm of rugby was only started in 1991 and had limited exposure until recently. Which means they had to push to be the greatest with no path paved before them. A pretty impossible task.
So to launch the new Black Ferns jersey (the first that had been specifically designed for them), let’s make sure it’s different for the next generation by showing how this current batch of Black Ferns can be their role models.
The campaign launched with a long form film showing the impact that having a role model can have on the next generation and the nation. We then partnered with Dream Girls Collective to create a series of iconic posters that continued to elevate the current players.
Agency - Augusto
Executive Creative Director - Adam Thompson
Creative Partner - Ben Carroll
Director - James Solomon
Photographer - Graeme Murray