| Title | FIGHT FOR TERRITORY |
| Brand | LION |
| Product / Service | STEINLAGER |
| Category | C02. Interactive & Dynamic Billboards / Posters |
| Entrant | DDB NEW ZEALAND Auckland, NEW ZEALAND |
| Idea Creation | DDB NEW ZEALAND Auckland, NEW ZEALAND |
| Media Placement | APN OUTDOOR Auckland, NEW ZEALAND |
| Production | DDB NEW ZEALAND Auckland, NEW ZEALAND |
| Additional Company | LION Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Damon Stapleton | DDB Group New Zealand | Chief Creative Officer |
| Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
| Brett Colliver | DDB Group New Zealand | Creative Director |
| Mike Felix | DDB Group New Zealand | Creative Director |
| Josep Jover | DDB Group New Zealand | Art Director |
| Jacob Newton | DDB Group New Zealand | Copywriter |
| Jenny Travers | DDB Group New Zealand | Senior Business Director |
| Michael Doolan | DDB Group New Zealand | Business Manager |
| Liz Knox | DDB Group New Zealand | Digital Director |
| Haydn Kerr | DDB Group New Zealand | Digital Creative Director |
| Johannes Gertz | DDB Group New Zealand | Executive Digital Director |
| Jason Vertongen | DDB Group New Zealand | Head of Digital Design |
| Simon Betton | DDB Group New Zealand | Lead Developer |
| Paul Hutcheon | DDB Group New Zealand | Lead Front End Developer |
| Mike McMillan | DDB Group New Zealand | Front End Developer |
| Judy Thompson | DDB Group New Zealand | Agency Executive Producer |
| Alva Waldron | DDB Group New Zealand | Agency Producer |
| Mark Trethewey | DDB Group New Zealand | Editor |
During the Lions Rugby Tour of New Zealand teams and fans actually spend more time at the airport travelling between stadiums than they do at the actual stadiums. But there is nothing going on at the airport, no advertising, no support, it doesn’t even feel like part of the tour. So Steinlager, the official sponsor of the All Blacks, bought every sign at the airport and gave them to their rival, Guinness, the official sponsor of the Lions. There was just one catch. They had to fight us for them.
We had fitted each of the 65 digital screens with a camera and microprocessor and programme them to recognise fans. Fans from either team could then take over the signs and blanket the airport for their team. All they had to do was approach the screen and stand their ground and the screen would change in front of their eyes. Just like a rugby match on the field it was a fight for territory.