FILM. PRINT. ACTIVATION.
Of This Earth
Adidas Rugby
“Let me become one with the land. This is our land that rumbles and it’s my time. It’s my moment.” These opening lines of the Haka say it all - the earth is the source of the Maori warrior spirit and the inspiration beneath our New Zealand Rugby World Cup campaign idea - to cut sections of turf from the home grounds of all 1072 All Blacks and unite them as a living patchwork of All Black heritage, alive with the spirit of every player who has ever pulled on the sacred black jersey.
OF THIS EARTH
CAMPAIGN POSTER
The poster shows what happens beneath the earth, as the All Black players draw strength from the ancestral spirits and guardians buried in the ground into their bodies, and up to the sky.
DAN'S BACKYARD
Ever wondered where Dan Carter’s incredible kicking radar was cultivated? When he told us about the goalposts his Dad built in his family backyard, I grabbed a camera and directed this spot.
PRESS AND OUTDOOR
ACTIVATION AND PR
The activation campaign used real earth gathered from 36 rugby grounds around New Zealand, played on by every All Black player. The soil was treated and packed into 1071 specially designed capsules – the number of All Blacks in New Zealand history.
Blessed by a Kaumatua (a respected Maori elder) the soil was also gifted to every player in personalized capsules inscribed with their name and All Black number.
In France, All Black Captain Richie McCaw spread the hallowed soil onto the match ground during the Captains Run before their first pool match against Italy.
They beat Italy 76 – 14.
CLIENT
Adidas
AGENCY
180 Amsterdam
DATE
March, 2007
ROLE
Writer. Director
Other Projects
© Nick Marzano