Our Challenge
How can we create buzz around the new Rugby World Cup All Blacks jersey when all of the jerseys look the same? Black.
Our Story
When legendary Y-3 fashion icon, Yohji Yamamoto, designed the new 2019 All Blacks Rugby World Cup jersey, he was inspired by aspects of both Maori and Japanese cultures. So to launch this new jersey to the world, we wove both cultures together to tell the story of the mighty All Blacks.
Our campaign begins with a launch film and continues over a 10 week period as we lead up to the big event, including over 80 bespoke pieces of content across social, instore and outdoor – both here and over in Japan.
