Silver Ferns and Pitchblack ask New Zealand to ‘Fight with us’

Netball New Zealand has teamed up with Pitchblack Partners to launch ‘Fight with us’ ahead of a packed competition schedule.

With the 2027 Netball World Cup, the Commonwealth Games and the Constellation Cup approaching, the campaign is a rallying cry to unite the nation behind the Silver Ferns.

Traditionally, netball has battled a perception that the sport is polite and passive. Anyone who’s ever played, or stood on the sideline, knows the reality is very different. It’s fast, fierce and tough. At the elite level, it’s one of the most physical sporting contests on the planet, says Pitchblack.

Kate Dawson, Pitchblack creative partner, says: “Netball has long been part of Aotearoa’s fierce sporting DNA, it just needed a call to arms. ‘Fight with us’ leans straight into Netball New Zealand’s ambition for the sport. Deliberately confrontational and unapologetic, our new platform leans into an attitude the Silver Ferns have never owned before but always deserved.

“Built to fire up existing fans and bring a new generation along for the ride, ready to support our world-class team fighting for themselves, for recognition and for their country.”

An exciting new chapter

Sandra Daniel, Netball New Zealand chief marketing officer, says: “This campaign marks an exciting new chapter for the Silver Ferns – celebrating not only excellence on the court, but the power, confidence and mana that comes from embracing femininity in sport.

“As the number two team in the world, the Silver Ferns continue to perform at the highest level, but with that consistency can sometimes come familiarity – and even greatness can be taken for granted.

“It invites New Zealanders to stop, re-evaluate and truly recognise what this team represents. It also shines a light on a group of athletes who embody both world-class performance and feminine power, and ensuring their impact, both on and off the court, is seen, felt and celebrated,” Daniel adds.

Credits 

• Client: Netball New Zealand 
• Agency: Pitchblack Partners 
• Director: Lula Cucchiara
• Production & photography: Loupe Agency