The All Blacks are New Zealand’s national rugby team. Unsurprisingly, they wear black jerseys. It has become iconic, a symbol of a little country taking on the world. But as the world has gotten smaller other sports have gained a foothold in NZ. Now you’re just as likely to see NBA and English Premier League jerseys on the street as you are the black jersey.

Once the All Blacks were the only team Kiwis cared about. But as the world has got smaller other sports have gained a foothold. Fans attention and loyalty has been stretched thin.

With the rugby world cup approaching, sponsor Steinlager wanted to rally the nation around the All Blacks once again, and remind them that true loyalty requires sacrifice.

We knew we needed to remind fans that when it comes to the All Blacks, nothing less than full support is good enough. So we targeted supporters by challenging them to give up their support for other teams, to reaffirm their unwavering supporting for the All Blacks.

We created the Black Laundry – a pop up laundromat that invited fans to reaffirm their loyalty by dyeing any other sports jersey all black. Garments were dyed, dried and embroidered in 45 minutes, ready to be put back on in time for the game. Each session booked out in minutes, so like any good laundry we offered a pick-up service, where clothes were dyed and sent back.

Every session booked out in minutes

$1m worth of PR value

4x New Zealand’s population reached

Average of 55 minutes spent in event by visitors