To promote Rexona's new All Blacks deodorant line in the lead up to the Rugby World Cup 2011, the agency arrived at the territory of the 'pre match ritual'. Most players have a pre-match ritual that prepares them and gives them confidence for the game ahead.Applying Rexona is also a ritual that gives its users confidence for what lies ahead of them.

The Director wanted to create a campaign that illustrates a personal, and what turned out to be a very emotive, spot highlighting the idiosyncratic and symbolic rituals that the All Blacks players undertake before each match n the lead up to the Rugby World Cup in New Zealand.