All Blacks give blood for fans.

Adidas wanted an idea that would reflect the powerful bond between the All Blacks and their fans.

We created a limited-edition poster that not only featured the players but also included their actual DNA. Each player donated blood which was sterilised and then embedded into the paper during the printing process. The poster “Bonded by Blood,” was displayed at point of sale, and available only to those fans who bought an All Blacks jersey. Each poster came with a numbered certificate of authentication, and all 8000 posters quickly sold out. Many are still traded on auction sites around the world for around US$400. The ‘Making of’ was shown in-store and online. It was featured on TV news programs, the Wall Street Journal, and other newspapers around the world

Discipline: Strategy, Creative Ideation, Production, Research, Testing, Digital, Social, PR.
Channels: OOH, Digital, Instore POS.