Every Kiwi dreams of donning the All Blacks jersey, but most of us are too old, slow, fat, injured, or uncoordinated to ever get the chance. So, Steinlager, the All Blacks’ longest-standing sponsor, created the Alt Blacks. We offered everyone a shot at this black jersey, and the chance to play against the world-champion Springboks in front of a packed Eden Park. And we did it the only place this could ever realistically happen – a video game.
This was an integrated campaign featuring film, social, digital, OOH, & livestream gaming.
Case study
Awards
Spikes / Grand Prix for Entertainment, 1x Gold, 1x Silver, 1x Bronze, 4x Finalist
Caples / 3x Bronze
AXIS / 3x Bronze Axis
Beacons / 2x Gold, 2x Silver