|Title||STEINLAGER - BLACK LAUNDRY|
|Product / Service||PROMOTE NATIONWIDE CAMARADERIE WITH LIVE EXPERIENCE|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||DDB NEW ZEALAND Auckland, NEW ZEALAND|
|Idea Creation||DDB NEW ZEALAND Auckland, NEW ZEALAND|
|Production||SWEETSHOP Auckland, NEW ZEALAND|
|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|
The Black Laundry was an immersive pop-up experience that required fans to bring in the jersey of any sports team, to be dyed all black in order to show their loyalty for the All Blacks, New Zealand's national rugby team. And like all good laundromats, we also offered a delivery service, allowing fans to send in their clothes, that were then dyed and sent back.
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.
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.
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.
We created the Black Laundry – a pop up laundromat 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.
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