2degrees, TBWA & Three debut winner of Super Rugby reality show

2nd Chance Charlie was created in part by 2degrees, TBWA & Three, and gave Kiwis a second chance at Super Rugby stardom. The end of the popular series now means one lucky Kiwi gets to fulfil his lifetime dream on the field.

The series saw James Cockburn, a 27-year-old firefighter from Wellington win an intensive 12-week training and development programme with the Hurricanes, $10,000 and a chance to play rugby at a professional level.

TBWA chief creative officer Shane Bradnick says, the success of the series came from a combination of great partnerships and the right amount of Kiwi culture.

“It’s been an incredible experience witnessing these five Charlies grow as they endured an intense mental and physical journey, battling to prove they’re the one most deserving of a second chance, and with lockdown this was almost blown again.

“But with Super Rugby Aotearoa coming back, the lads and the 2nd Chance production team sprang back into action. All the guys did so well and it’s been important for Kiwis to see this other side of the men pursuing rugby greatness in New Zealand. Congratulations to James, he really deserved the win.”

Ben Wheeler, Chief Brand and Insights Officer for 2degrees says, “Kiwis have been cheering our 2nd Chance Charlies on from their armchairs for the last 12 weeks, following their highs and lows and really getting to know them. It’s been a great way to bring our ‘Fighting for Fair’ brand platform and Super Rugby sponsorship to life and we’re really pleased we can give James his second chance”.


Client: 2degrees

Agency: TBWA Group NZ

Broadcast & Production Partner: MediaWorks

Media Agency: IKON

PR Agency: Porter Novelli

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