Stanley St and KFC have kicked off the Super Rugby season with a feel good winner.
Lately, grassroots rugby has been facing declining numbers and investment. This affects not just the clubs themselves, but the communities they are at the heart of. Add to that the wake of Covid, and people are looking for more of a focus on social connection. Rugby clubs are a great facilitator of this, but without the support of their community some will struggle to return to their former glory.
Bringing people together is what KFC does best, so this year they are lending a hand to five clubs across New Zealand with the KFC Super Club Day. A day to help to bring back the crowds and revitalise the club as the heart of the community. In addition to a KFC shout for locals lending a hand, and some new equipment for the team, clubs will receive a five thousand dollar donation. People simply need to nominate their club on Facebook to be in to win.
In this spot KFC helps revive the Tomarata rugby clubhouse and the facilities in a way that only KFC could… uniting people over their food, (and a bit of help from some key Super Rugby players). With this on offer, the community rallied together to help bring the Super Rugby feel to their club.
Stanley St ECD Brad Collett says: “Filming an ad with my sporting heroes is one thing, but being able to create a piece of film that makes a difference to the community is truly special.”
“As long-term sponsors of Super Rugby, we wanted to acknowledge the role these clubs have in nurturing future stars. We loved seeing how the two worlds came together and brought joy to so many people in the community,” says Restaurant Brands GM of Marketing, Angela Blair.
Seasoned director Robin Walters embraced the project, bringing a uniquely personal vantage point to the spot. The featured Tomarata Rugby Club is his local club and he has strong ties to the community. “These clubs are so important to communities New Zealand wide, not just for rugby, but for all sorts of local events. I think it’s great what KFC is doing and I jumped at the chance to be involved,” says Robin.
The 60” launch film, featuring Stan Walker’s ‘Bigger’ has already launched. But the action doesn’t end there, Stanley St have also redesigned and evolved the traditional KFC Super Rugby Bucket hats. Each with a unique QR code that can be activated at games or at home to enhance the experience.
Creative Agency: Stanley St
Media Agency: PHD/Drum
Social Agency: Culture
Production Company: Film 360
Post: Stanley St
Director: Robin Walters
ECD: Brad Collett
Creative: Andrew Younge
Creative: Sam Henderson
Designer: Aarush David
Managing Partner: James McHoull
Account Director: Olwen Hopley
Senior Producer: Leigh Woodhams, Matt McPhail
Executive Producer, Film 360: Sage Haggart
Editor: Ben Marshall
Sound Design: Jon Cooper
Social Creative Director: Ash Zaragoza
Social Account Director: Sophie Te Kani-McQueen