Resene and Lumo fill(ed) the tin

A sold-out crowd is expected for Saturday’s Super Rugby Pacific grand final at the ‘cake tin’ in Wellington.

Fans of both the Hurricanes and Chiefs snapped up all available tickets in just 15 minutes of the announcement that Hnry Stadium would host the final.

After the former success of the Resene FIFA Women’s World Cup 2023 campaign, OOH specialists Lumo Digital wanted a vibrant and suitably ‘home crowd’ activation for its digital network, one that would leverage Resene’s involvement with the Hurricanes, and which would rally support for the team ahead of Saturday’s final. So approached Barb Stone of content agency Media Stone to see what could be achieved.

Stone loved the idea of activating a local campaign and reached out to designer Joel Porter of Joel Porter Design, who has previously collaborated with Resene on a number of creative assets, with a brief to create an eye-catching digital marketing blitz.

Stroke of genius

On the back of the Hurricanes’ rallying cry to ‘fill that tin’, Porter says he had a “stroke of genius moment” which brought together two iconic forms – the cake tin and the paint tin – in a vibrant celebration of the Hurricanes, Resene and Wellington. 

“As a proud ‘Wellingtonian’ for the past 80 years, and as a loyal and vocal supporter of the Hurricanes since 1996, Resene was fully on board with the idea from the start and we couldn’t be happier with the resulting ‘Nothing beats a full tin…’ concept that Joel came up with,” says general manager Nick Nightingale.

“It is testament to all involved that the whole campaign was delivered within 12 hours. Go the ‘canes!”

As well as on Lumo digital billboards across the city, fans can also see the campaign on both Stuff and NZME platforms.