STEINLAGER - BLACK LAUNDRY

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Case Film

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TitleSTEINLAGER - BLACK LAUNDRY
BrandLION
Product / ServicePROMOTE NATIONWIDE CAMARADERIE WITH LIVE EXPERIENCE
CategoryA01. Fast Moving Consumer Goods
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Production SWEETSHOP Auckland, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Gary Steele DDB Group New Zealand Executive Creative Director
Shane Bradnick DDB Group New Zealand Executive Creative Director
Rory McKechnie DDB Group New Zealand Creative Director
Zac Lancaster DDB Group New Zealand Art Director
Gareth Rice DDB Group New Zealand Art Director
Geordie Wilson DDB Group New Zealand Copywriter
Kiran Strickland DDB Group New Zealand Copywriter
Jennifer Travers DDB Group New Zealand Lead Business Partner
Michael Doolan DDB Group New Zealand Senior Business Director
Maddie Paige DDB Group New Zealand Business Co-Ordinator
Rupert Price DDB Group New Zealand Chief Strategy Officer
Lucinda Sherborne DDB Group New Zealand Planning Director
Judy Thompson DDB Group New Zealand Agency Executive Producer
Samantha Royal DDB Group New Zealand Senior TV Producer
Johannes Gertz DDB Group New Zealand Head of Digital Delivery
Danillo Castilho DDB Group New Zealand Lead Front End Developer
Mark Foster Good Oil​ Executive Producer
George Mackensie Good Oil​ Managing Director
Michelle Savill Good Oil Director
Chris Elliott Good Oil Production Designer
Mango Communications Mango Communications PR
Zenith Media Zenith Media Media
Craig Baldie Lion Commercial Director
Rachel Ellerm Lion National Marketing Director
Dave Pearce Lion Brand Director – Domestic Beer & Craft
Kate Abercrombie Lion Brand Manager – Steinlager

Why is this work relevant for Brand Experience & Activation?

The Black Laundry was a pop up experience that fans could book for 1 hour sessions, where they could have their clothes dyed, dried and embroidered in 45 minutes, ready to be put back on in time for the game.

Background

The All Blacks are New Zealand’s national rugby team. Unsurprisingly, they wear black jerseys. It has become iconic, a symbol of a little country taking on the world. But as the world has gotten smaller other sports have gained a foothold in NZ. Now you’re just as likely to see NBA and English Premier League jerseys on the street as you are the black jersey.

Describe the creative idea (20% of vote)

Once the All Blacks were the only team Kiwis cared about. But as the world has got smaller other sports have gained a foothold. Fans attention and loyalty has been stretched thin. With the rugby world cup approaching, sponsor Steinlager wanted to rally the nation around the All Blacks once again, and remind them that true loyalty requires sacrifice.

Describe the strategy (20% of vote)

We knew we needed to remind fans that when it comes to the All Blacks, nothing less than full support is good enough. So we targeted supporters by challenging them to give up their support for other teams, to reaffirm their unwavering supporting for the All Blacks.

Describe the execution (30% of vote)

We created the Black Laundry – a pop up laundromat on one of NZ's busiest streets that invited fans to reaffirm their loyalty by dyeing any other sports jersey all black. Garments were dyed, dried and embroidered in 45 minutes, ready to be put back on in time for the game. Each session booked out in minutes, so like any good laundry we offered a pick-up service, where clothes were dyed and sent back.

List the results (30% of vote)

The Black Laundry was open between 21/09/19 - 12/10/19 with fans able to book spots at 1hour sessions. Each session sold out and the campaign reached 4x NZ’s population, earning $1 million of PR value.