Travelling to the UK by ship over six weeks, the first team to be known as the All Blacks won 34 out of 35 games on tour at the home nations, a winning record that continues to this day.
In addition to the “spine-tingling” 60sec TVC launched in August, the campaign now also includes a trio of long copy print ads focusing on three remarkable stories from the journey, to remind the current fans and team that “we’ve done it before, and we can do it again”.
The New Zealand-wide We Believe campaign also sees the return of the limited edition white can – a lucky charm in 1987 and a nostalgic symbol of hope in 2011.
Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Art Director: Nicole Sykes
Copywriter: Rory McKechnie
Retoucher: Gordon Moir
Agency Producer: Andy Robilliard
Account Director: Jenny Travers
Production: Collective Force
Photographer: Toaki Okano
Producer: Jason Jones