To draw inspiration for the 2015 Rugby World Cup in England, Steinlager told the story of the 1905 Originals, the first team to be known as the All Blacks and the first team to be sent to the home nations. A long copy print campaign focuses on three remarkable stories from the journey, to remind the current fans and team "that we've done it before, and we can do it again."

With ‘belief’ as the core concept, the campaign is at odds with the bravado you might expect from the world’s leading rugby nation. New Zealand may be the favourites and reigning champions, but in true Kiwi style there’s no arrogance or fanfare in the sentiment. So the campaign looks to humility and authentic detail in the creative execution.