Steinlager activated its New Zealand Rugby Union (NZRU) partnership in July with the latest wave of work in its All Blacks ‘Unconditional Supporters’ campaign which unites fans while acting as a reminder of the brewer Lion brand’s presence at the heart of New Zealand’s national identity.
Developed in harness with agency DDB Aotearoa, the activation leverages the start of the 2023 rugby union season (which will climax with the Rugby World Cup in France in September and October) and it sets out to bring together All Blacks fans and rally the country to support the squad by shining a spotlight on fans who have stood the test of time – showcasing their unwavering support in unique ways.
Indeed, the pre World Cup campaign invites all New Zealanders to unite and commemorate the team alongside Steinlager.
The campaign, which dropped on 3 July and ran across national television, outdoor locations and social media, features a diverse mix of authentic All Blacks fans: including Marita Sutherland from Southland (who shows her devotion via an All Blacks-themed room in her home, team tattoos and naming her children after All Black legends.
It was led by an anchor commercial called ‘Unconditional Supporters’ backed by a set of social content and a ticket contest.
“Unconditional Supporters highlights the exceptional lengths in which fans exhibit their loyalty over the decades,” explained DDB Aotearoa Group Chief Creative Officer Matty Burton at the campaign launch. “Steinlager’s partnership with the All Blacks strikes a profound chord with passionate Kiwi fans, whether they’re cheering from the stadium stands or rising early to support the team. Diehard fans will also note our soundtrack is the song the All Blacks run out to.”
Lion NZ managing Director Craig Baldie added that the brand’s long-standing partnership with the All Blacks serves as a reaffirmation of the brand’s unwavering loyalty to the team during the upcoming season: “For 36 years, Steinlager has been a committed partner of the All Blacks, reflecting the steadfast support demonstrated by fans. This campaign exemplifies how Steinlager has earned a special place in the hearts of All Blacks enthusiasts, and our sponsorship of the team mirrors the loyalty and dedication we observe in every passionate fan.”
The campaign was commissioned by client Lion New Zealand, created by DDB Aotearoa, produced by Fish & Clips, while media was handled by EssenceMediaCom.
The Steinlager client team which worked on the project was led by Managing Director Craig Baldie, Marketing Director Rachel Ellerm, Connections Director Adam Daysh, Brand Director (Beer) Jeremy Meech, Marketing Manager Angela Monro and Brand Manager Lauren Dyke.
The team at creative agency DDB Aotearoa was led by Group Chief Creative Officer Matty Burton, while the group working on the project at production company Fish & Clips included Executive Producer Blaine Stevenson, Director Dan Sadgrove, DOP Dave Garbett, Offline Editor Nathan Pickles, Online Editor Anita Ward and Colourist Mikey Rossiter. Audio was handled by Liquid Studios with Composer Andy Morton and sound engineer Craig Matuschka.
Comment
Steinlager has a longstanding partnership with the All Blacks that stretches back to 1986 and amongst its recent notable activations are 2021’s ‘Virtual Alt Blacks’, 2019’s ‘Black Laundry’ and 2017’s ‘Fight For Your Territory’.
This campaign also followed hot-on-the-heels of Adidas’ ‘RWC 2023 All Blacks Jersey Launch’ campaign.
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