Adidas All Blacks RWC 2011 3D Fan Mosaic Projection


Perhaps the most compelling element of adidas’ multi-faceted Rugby World Cup 2011 campaign promoting its partnership with the All Blacks is this ‘All As One / Stand In Black’ video projection on the eve of the tournament final.


The outdoor ambient event was screened on the rear wall of Auckland’s St James Theatre. It was 20 meters high and included 3D mapping technology.


As well as a stung and an impressive piece of film, the projection also connected fans to players, as its initial ‘making of’ stage asked New Zealand rugby fans from around the world to submit photos, film and inspirational messages of support. These were then edited into a fan mosaic style display.


The public projection project was just part of an integrated, multiple strand programme highlighting the relationship between the sports equipment brand and New Zealand’s totemic rugby team.


Adidas also launched both TV and online spots, such as this ‘Haka’ film, usually packed with action and emotion and blending the passionate support of the team’s fans with the personal experiences and emotions of its players.



For their home 2011 World Cup, adidas has worked with the All Blacks by bringing together both the ‘One Brand Anthem’ campaign (first launched globally in 2010) and the ‘Stand in Black’ campaign (which first rolled out in 2005 for the British Lions and Irish Rugby Tour of NZ) and has eveoled since that series in several guises and directions.


Stand In Black, initially developed with TBWA/Tequila, first revolved around and exploration of a distinct Stand In Black image which the marketing team flooded around the country both in guerilla form as well as in traditional ad executions. The objective was to use the image to dominate the visual landscape of the country.


A mysterious black figure, a forerunner to the campaign, depicted a black rugby figure in the haka stance appeared guerilla-style across the country: from a ‘crop circle’ in a Christchurch farmer’s field to locations right around the nation. The icon aimed to encourage New Zealanders to dress in black and stand united in support their team.


The figure has echoes of the age-old Tio Pepe Black Bull image that is seen so frequently in Spain.




We love the beauty and power of the projection. In fact, many of adidas’ marketing elements backing the All Blacks for RWC 2011 have been emotional powerful and creatively original.


The breadth and depth of adidas’ work with the All Blacks for the World Cup has been impressive and immense. But perhaps there has been too much variation and a lack of singularity to the work.




Stand In Black TVC:



Stand In Black TVC 2:





TBWA Stand In Black:


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