We hit our target from two different angles: 1. the other side of the world is challenging us; 2. wehave to try and stop the tremendous power of the All Blacks.

First, we portrayed the All Blacks looking at us from their hometown on the otherside of the world, through a hole in the ground. Then the All Blacks travelled to Italy so we physically showed their power.

Not only was San Siro stadium completely sold out ( 80, 0000 tickets sold) but we also generated a great amount of brand awareness (two million viewers).It was spoken about on eight of the most popular radio stations, the fifteen most important Italian newspapers, twelve magazines, sixty nine websites, 61 blogs and the most important news channels.