Credits:
Type Of Entry: Product/Service
Category: Clothing, Footwear & Accessories
Title:
BONDED BY BLOOD
Advertiser/Client: NZRU/ADIDAS
Product/Service: RUGBY SHIRT
Entrant Company, City: TBWA\WHYBIN, Auckland
Country: NEW ZEALAND
Sales Promotion/Advertising Agency: TBWA\WHYBIN (180\TBWA)
Country: NEW ZEALAND
Credit Details:
| Name |
Position |
Company |
| Andy Blood |
Executive Creative Director |
TBWA\Whybin |
| Guy Roberts |
Art Director |
TBWA\Whybin |
| Andy Blood |
Copy writer |
TBWA\Whybin |
| Mark Cochrane |
Account Director |
TBWA\Whybin |
| Jono Twyman |
Account Manager |
TBWA\Whybin |
| Ross Brown |
Photographer |
Ross Brown Photography |
| Andy Salisbury |
Re-Touching |
CAKE |
| Hayden Doughty |
Typography |
CAKE |
Objective:
Each year, Adidas prints a commemorative poster to celebrate the
announcement of the new All Blacks squad. In 2006, Adidas wanted an
concept that would reflect the powerful bond between the All Blacks and
their fans. Adidas also wanted to grow sales of All Blacks apparel by
15%
Target audience: The fans. Which basically means, 4 million New
Zealanders.
Development:
The solution was a world first: we created a limited-edition poster
that not only featured the players but also included their actual DNA.
Each player in the 40-strong squad donated blood which was thoroughly
sterilised and then embedded into the paper during the printing
process.
Relevance:
8,000 were made and the poster, suitably named “Bonded by Blood”, was
displayed at point of sale, and was available only to those fans who
bought an All Blacks jersey.
Each poster came with a numbered certificate of authentication, with
each member of the All Blacks receiving the one matching their jersey
number.
The ‘Making of’ was shown in-store on plasma screens, and also at
bondedbyblood.co.nz, all blacks.com and on youtube.
Outcome/Results:
Sales of Adidas All Blacks apparel over exceeded the target and went up
by 24%. All 8000 posters quickly sold out. In fact, many are now traded
on auction sites around the world for around US$400 and rising. It was
featured on TV news programs, in The Wall Street Journal and other
newspapers around the world generating millions of dollars of editorial
comment; not to mention hundreds and hundreds of blogs and sites.
If rugby is a blood sport, these posters proved its ultimate
celebration.
