It’s been a big year for Augusto off the back of itsChasing Great film, international expansion and the release of its Everest Rescue series on the ‘Discovery Network’. And now, it’s won the work of Adidas Rugby out of Germany.
Called ‘Next is Everything’, the resulting campaign unites Adidas Rugby markets under one global proposition by bringing together some of the world’s most influential rugby players, including England’s Maro Itoje and Anthony Watson, France’s Baptiste Serin, the All Blacks’ Savea brothers, and New Zealand Women’s Sevens star Tyla Nathan-Wong.
The hero is an energetic, minute-long spot that plays on the idea of ‘next’, showing a montage of players on the field, a predicting chicken, a slot machine, a wrist watch, a social media conversation and all the hard work that the players put in to make sure 'next' is best.
Dan Carter also makes an appearance, feasting on a roast.
While the video went live today, tease videos were released on social media last week to build hype among fans. But this is just the start of it as there’s an ongoing series of videos and social imagery, promoting key players and a new boot range, still to come over the next few months.
Joint creative director Matt Sellars says the idea of the campaign came from the mentality all the players share about what's next.
“Working with plenty of the world’s top rugby players since we joined Augusto 18 months ago, it’s evident they all have a shared mentality about always looking ahead, not relying on the past.”
Creation of the campaign has seen the agency cross the globe to London and Paris and co-creative director Rich Robson says it’s been a great opportunity for it to rally players from all regions under a mutual love of the game.
“Rugby is one of the fastest growing sports globally, so we wanted to create a rugby campaign for the newer generation of fans and players. One that shifts away from sporting heritage towards a more exciting, and future-facing positioning better suited to the modern game.”
That knowledge of the game has no doubt benefited from Augusto's portfolio of Adidas campaigns featuring the All Blacks, as well as Wendy's campaigns featuring the Vodafone Warriors.
But this latest goes beyond local players, and it’s one CEO and Augusto founder Michelle Walshe calls “a big milestone”.
“We were awarded the work out of Germany off the strength of our strategic and creative thinking and then brought it to life across production, post production and design almost entirely inside Augusto. This is the type of work we hang our hat on and it’s a perfect example of the Augusto magic that only comes from true end-to-end collaboration.”
Adidas Rugby, Global Communications Manager: Adam Daysh
Creative Director: Rich Robson
Creative Director: Matt Sellars
Director: Michelle Walshe
Senior Account Manager: Lauren Oxnam
Head of Strategy: Jono Allen
Producer: Brad Harvey, Amy Molloy
DOP: Adam Docker (UK, France), Dave Cameron, Bevan Crothers (NZ)
2nd Unit Director: James Anderson
Editor: Mariano Segedin
Lead Motion Designer: Shaun Madgwick
Motion Designer: David Frearson
Lead Designer: James Davison
Designer: Lena Panaita
Illustrator Animator: Mathieu Smorto
Sound Design: Liquid Studios
Colour Grade: Andrew Brown, Toybox
Composer: Patrick Hawkins, Stu Maxwell
Stills Photographer: Graeme Murray, Roger Keller (Europe)