Since the beginning of the professional era, the NZ All Blacks have boasted a win rate of over 86%. Making them the most successful team in the world, across all professional codes.

But in 2022, something almost unprecedented occurred. The All Blacks lost. Three times in a row. A first in living memory for many fans.

Within a month, belief in the beloved team started to wane.

As the team’s long-standing sponsor of 36 years, Steinlager (NZ's leading beer) wanted to remind fans that support should never be fleeting. They'd know.

So, before the biggest test of the season, against the world champions Springboks, we ran a full page press ad in the national paper, giving NZ some much needed perspective to the latest bump in the road.

The ad was reshared hundreds of times online, by the team and media, racking up thousands of additional views.