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 (40% 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 execution (40% of vote)

We created the Black Laundry – a pop up laundromat that invited fans to reaffirm their loyalty by dyeing any other sports jersey all black. Inside fans discovered an environment that used working washing machines as table leaners, a bar that included a dry cleaning rack above it to collect patrons clothes, and a wall of industrial dryers. In 45 minutes their garment was dyed, dried and embroidered ready to put back on for the game. By the end of the campaign we’d repatriated an army of fans, who not only wore the team’s colours once more on their chests, but also our logo.

List the results (20% of vote)

Every session booked out in minutes $1m worth of PR value 4x New Zealand’s population reached Average of 55 minutes spent in event by visitors