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Launching the All Blacks against the Lions.

Our Challenge

How can we help adidas build anticipation for the 2017 British & Irish Lions tour with a unified campaign that also launched new tour jerseys for the All Blacks and our Super Rugby teams?

Our Story

We played off our nation’s attacking style of play to show the Lions what they’re in for when we rally together – non-stop, in your face rugby. Captured from the opposition’s point of view, our hero videos let fans experience the intensity of our game and showcase the new jerseys up close and personal.

Supporting campaign video and stills content continued to combat the Lions onslaught, released throughout the tournament, with full point-of-sale takeovers at adidas retail stores.

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