FIGHT FOR TERRITORY

Grand Prix

Demo Film

Presentation Image

TitleFIGHT FOR TERRITORY
ClientLION
Product/ServiceSTEINLAGER
CategoryC02. Interactive & Dynamic Billboards / Posters
EntrantDDB 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

Brief Explanation

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.

Execution

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.

Credits

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
Links
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