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Adidas: Of This Earth campaign
| See full size 697x981 px | |
| Released: | June 2008 |
| Avertiser: | ADIDAS |
| Agency: | 180/TBWA |
| Country: | New Zealand |
| Category: |
Clothing & footwear
|
| Awards: |
Cannes Lions 2008 Promo Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Best Integrated Promotional Campaign
Category: Best Integrated Promotional Campaign
Title: OF THIS EARTH
Advertiser/Client: ADIDAS/NZRU
Product/Service: ADIDAS ALL BLACKS APPAREL
Entrant Company, City: TBWA\WHYBIN, Auckland
Country: NEW ZEALAND
Sales Promotion/Advertising Agency, City: TBWA\WHYBIN (180\TBWA), Auckland
Country: NEW ZEALAND
Category: Best Integrated Promotional Campaign
Title: OF THIS EARTH
Advertiser/Client: ADIDAS/NZRU
Product/Service: ADIDAS ALL BLACKS APPAREL
Entrant Company, City: TBWA\WHYBIN, Auckland
Country: NEW ZEALAND
Sales Promotion/Advertising Agency, City: TBWA\WHYBIN (180\TBWA), Auckland
Country: NEW ZEALAND
Credit Details:
| Name | Position | Company |
| Andy Blood | Executive Creative Director | TBWA\WHYBIN |
| Guy Roberts | Creative | TBWA\WHYBIN |
| Corey Chalmers | Copy Writer | TBWA\WHYBIN |
| Rhys Sinnott | Account Director | TBWA\WHYBIN |
| Mark Cochrane | Account Director | TBWA\WHYBIN |
| Blake Crosbie | Account Manager | TBWA\WHYBIN |
Objective:
In 2007, the adidas All Black campaign theme was about the one thing all Kiwis share - the ground beneath their feet. It has special significance to Maori and Pakeha (European New Zealander) alike - historically and spiritually. And any rugby player will tell you the power of playing on your home ground.
Development:
A poster showed the All Blacks summoning the energy from their New Zealand's ancestors buried beneath the earth. Outdoor billboard/adshel/bus sides extended this spiritual theme. A TV spot showed the All Blacks cutting sections of turf from their home grounds. These formed a patchwork pitch on which the All Blacks performed a haka. Home soil on foreign land. We collected the earth from every NZ rugby ground ever played on by an All Black, and a capsule of the earth travelled to France with the team. The campaign was activated at POS and on the web via an Of This Earth microsite.
Relevance:
The adidas All Blacks sponsorship is all about furthering a deep bond and connection between fan and team. This grass roots, hallowed earth campaign, did exactly that.
Outcome/Results:
There was huge PR on National TV and in national and regional Press. Nationwide, we had huge participation at the 'turf gathering' events, and a best ever year for sales of adidas All Blacks Jerseys.