Rebel Sport, New Zealand’s largest sports apparel and equipment retailer and the an official supplier of the New Zealand All Blacks 2023 Rugby World Cup supporters collection, promoted its partnership and the range through a press and in-store led campaign called ‘Light Fern: We’re Up For It’ that sought to drive sales and build support for the team at the 2023 Rugby World Cup.
Ahead of the tournament’s kick-off game, which saw the All Blacks take on the host nation France, Rebel Sport teamed up with agency Stanley St and the joint agency and brand marketing team rolled out a print led campaign.
Built around the insight that, due to the time zones, Kiwi rugby fans at home will have to wake up early to cheer on their national side, the campaign’s lights up a night-time Kiwi urban landscape with sleeping streets forming the shape of a glowing fern (the team’s logo) and ‘We’re Up For It’ copy driving home the message that Rebel Sport will be ‘With The Team From Kick-off.
The print ad was also amplified across the retailer’s social channels.
The anchor ad was supported by additional digital content promoting the collection and also the Adidas men’s team World Cup supporters jersey and team shirt.
The team working on the campaign at Stanley Street was led by Executive Creative Director Brad Collett and included Art Director Sam Henderson, Copywriter Slade MacDonald, Studio Manager Andy Falelua, Retoucher Dan Spataru, Designer Oliver van Lent, Account Manager Denyse Chan, Senior Designer Aarush David and Group Business Director Susan Browne.
Comment
This simple, yet striking print execution follows in the footsteps of other notable recent Rebel Sports campaigns such as its 2022 gamified immersive AR basketball experience and its 2019 All Blacks ‘Godzilla‘ campaign.
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