If a player can sign the fans jersey, why can't they sign his? Conversely, sportspeople have the honour of having their names on the back of their shirt, but no player has ever had the honour of carrying thousands of loyal fans names on their jersey.Thus the concept of adithread was born. An integrated campaign using Print, Outdoor and Online would invite fans from NZ and around the world to sign their name on a virtual thread. In a truly innovative world media first we would then use groundbreaking nanotechnology to imprint the names on to a real thread to be sewn into the silver fern emblem on the captains jersey.

Alongside this was a unique chance for NZ babies born on the day of a 2008 test match to be gifted a special All Blacks jersey, capturing a new generation of fans.

The campaign took on a life of its own generating blog stories around the world and over 25,000 google results.The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers.The website generated traffic from over 150 countries.68% of NZ babies born on test match dates claimed their special jersey.Interest in the All Blacks was restored with research showing 18% more fans expressing interest.Ultimately, almost 10,000 fans got to have their name nano-imprinted into a piece of All Black history.