In 2007, Adidas All Black campaign theme was about the one thing all kiwis share – the ground beneath their feet. It has special significance to Maori and Pakeha (European New Zealander) alike – historically and spiritually. And any rugby player will tell you the power of playing on your home ground.

A poster showed the All Blacks summoning the energy from their New Zealand’s ancestors buried beneath the earth. Outdoor billboard/adshel/bus sides extended this spiritual theme. A TV spot showed the All Blacks cutting sections of turf from their home grounds. These formed a patchwork pitch on which the All Blacks performed a haka. Home soil on foreign land. We collected the earth from every NZ rugby ground ever played on by an All Black, and a capsule of the earth traveled to France with the team. The campaign was activated at POS and on the web via an Of This Earth microsite.