Cannes Lions

THE ALL BLACKS

TBWA\WHYBIN, Auckland / ADIDAS / 2007

Awards:

1 Gold Cannes Lions
1 Shortlisted Cannes Lions
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

The solution was a world first: we created a limited-edition poster that not only featured the players but also included their actual DNA. Each player in the 40-strong squad donated blood which was thoroughly sterilised and then embedded into the poster during the printing process.

Outcome

Sales of adidas All Blacks apparel over exceeded the target and went up by 24%. All 8000 posters quickly sold out. In fact, many are now traded on auction sites around the world for around US$400 and rising. It was featured on TV News programs, in The Wall Street Journal and other newspapers around the world generating millions of dollars of editorial comment; not to mention hundreds and hundreds of blogs and sites.

If rugby is a blood sport, these posters proved its ultimate celebration.

Similar Campaigns

12 items

1 Dubai Lynx Award
When Family is Everything

HAVAS MIDDLE EAST, Dubai

When Family is Everything

2023, ADIDAS

(opens in a new tab)