McCaw opens up—literally—for NZ Rugby World’s All Black jersey unveiling

Youtube VideoPrint is often seen as the poor cousin of the media mix when it comes to creativity in advertising, especially when compared to some of the tricks now able to be performed in the online realm. But occasionally a publisher shows what can be done with good fashioned old paper and ink and NZ Rugby World has backed up its supreme accolades at the recent Magazine Awards with a very well-timed ‘barndoor’ cover on the August issue featuring our Dear Captain resplendent in Adidas’ new All Blacks jersey.

It all started back in July 2010 when Tangible Media’s NZ Rugby World team took a concept to Jonathan Allen at Adidas’ media agency Carat after hearing a new jersey would be unveiled at the first All Black test of the year. As the leading voice on the game in New Zealand, it wanted to play a part in its unveiling.

The cover, which was produced under strict secrecy from shoot, through design and production and into retail, features an exclusive photoshoot with McCaw, backed up by a feature story on loyalty to the All Black Jersey.

The issue went on-sale in Auckland the day after the game against the Springboks on Saturday and was available to the rest of the country the next day. Photography was by Andrew Cornaga of Photosport, art direction and design by Jules Pettitt of Tangible Media with cover-lines from NZ Rugby World editor Gregor Paul.

As well as this nifty wee print initiative, the big launch campaign by TBWA\ was pretty hard to miss and certainly got people talking about the changes (like logos, new All Blacks jerseys are guaranteed conversation starters). And, as expected, the agency is also ramping up its work for Adidas in the lead-up to kick-off, with a new spot featuring Keiran Read and Conrad Smith talking about their sartorial sporting history that will be shown at half-time at all Tri-nations games and a TVC set to launch on August 14.

Away from the campaign to launch the new jersey, which is almost as good as this spandex tuxedo worn by bearded baseballer Brian Jones Wilson to the ESPY awards, some of the gloss has been taken off after consumers vented their spleens over the $220 price tag on the jerseys in New Zealand and the availability of cheaper jerseys online in the UK and US.


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