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BcgCrave and NZ Rugby reignite poi power for the Black Ferns
Newly formed creative agency BcgCrave and New Zealand Rugby are launching #LetsGoAgain campaign this week.
During the Rugby World Cup 2021, fans twirled poi in support of the Black Ferns – a powerful display that became a symbol of Māori culture, fan pride and athletic excellence.
The new campaign aims to recreate that movement, uniting New Zealand behind the Black Ferns as they travel to the UK to defend their title.
“We’re inviting every Kiwi to join in, pick up poi and show our Black Ferns they’ve got the nation behind them,” says Ashleigh Johansson, Black Ferns global marketing manager for New Zealand Rugby.
“Our challenge to BcgCrave was to create an enduring strategic platform for 2025 and beyond,” says Johansson.
Something bigger than the game
The campaign kicks off with a hero video inviting fans to learn and perform a new poi routine choreographed by award-winning musician and kapa haka performer Pere Wihongi.
“Poi is movement, rhythm and pride,” says Wihongi. “Bringing it back honours our culture and connects every Kiwi to something bigger than the game.”
Alongside the digital campaign, a custom-built, world-first giant poi (2.5m) will travel the country, collecting fan messages and becoming a moving symbol of national support.
BcgCrave’s managing director Daniel Hopkirk says: “2022 saw a phenomenal movement of support unfold behind women’s rugby in New Zealand. Recognising this, we wanted to celebrate that fandom amongst Kiwis, and poi was the perfect cultural symbol to help us do that.
“For such a successful team on the world stage, we wanted to create a symbol that reflects the significance of their support from Kiwi in Aotearoa and across the globe.
“Therefore, we created the world’s largest poi (unofficially) as a great connection point for fans to show their visible support,” Hopkirk adds.
The call is everywhere
The campaign will roll out across TV, stadiums, digital, radio, out of home, social media, influencers, PR and experiential, ensuring it reaches every corner of Aotearoa.
Fans who upload their version of the official poi routine will go in the draw to win a once-in-a-lifetime trip for two to the UK to meet the Black Ferns.
