ADIDAS ALIVE WITH PRIDE
2014 I SUPER RUGBY JERSEY LAUNCH
INSIGHT
The 2014 Super Rugby jerseys are rich with heritage, embued with intricate designs that talk to the history of the provinces and the teams.
IDEA
Alive with pride. Bringing to life the stories woven into each of the five 2014 Super Rugby Jerseys. We worked with 5 local artists, each with a connection to the teams province. Their job? to illustrate the story within each jersey. Be it the Taniwha spiralling inside the Chiefs jersey, the rich Polynesian tapestry of the Blues jersey of the battle armour woven into the Crusaders, each artist had a different tale to tell around a key player.
Online, we created 11 unique pieces of content that told the story of the campaign. For each franchise, we created a video that tells the stories inside the jerseys, interviewing 3 key players and animating our artwork around them as they told the story. We also created a making of video for each team, interviewing both the artist, and the key player featured in each of the artworks. Through social media, conversations were created around the stories, and a promo allowed fans to win a signed artwork from each of the artists. A 30 second TVC was also created to tease the campaign.
See all videos on the AdidasRugbyTV YouTube channel.
