New Zealand Rugby and EightyOneX ask Aotearoa to get behind the Black Ferns

New Zealand Rugby (NZR) has launched a new Black Ferns brand building campaign – via EightyOneX – to generate support for the incredible wahine involved in our national game.

With Rugby World Cup 2021 coming to our shores, 2022 is an unmissable opportunity to make women’s rugby… unmissable. Our world champion, newly professional, Black Ferns are aiming to bring “Nancy”, the World Rugby trophy, back to New Zealand with a win on home soil. While many of us are aware of the team’s feats, we can all level up how we lend our support to what will be their toughest challenge yet.

EightyOneX Director, Megan Compain, says: “The momentum around women in sport is infectious, and awesome briefs like this one from NZ Rugby only continue to fuel the fire and raise our female athletes.”

The Black Ferns’ unique mix of jaw-dropping skills and inspiring personalities mean they should all be household names, spoken of in the same breath as their All Black counterparts. This campaign brings their infectious attitude to the fore. Making people feel part of the team by showing what it means to train, play, kick, pass, tackle, dance, sing, support, dream, grow, live – ‘Like A Black Fern’.

NZR Marketing Manager, Nick Rowland, says: “’Like a Black Fern’ is a celebration of all aspects of our women’s game. These incredible athletes have spades of talent on the field as well as huge personalities off it. It is important to use to show what it means to be a Black Fern while also inspiring the next generation in our sport. We couldn’t be happier with the result!”

EightyOne ECD Chris Bleackley adds: “EightyOneX has a stated goal of raising the profile of Women’s Sport in Aotearoa. What better role models are there than the Black Ferns? Bringing to life their unique personality has been a privilege. Lessgo!”

‘Like A Black Fern’ will amp up across the build-up to the Rugby World Cup, and is conceived as a platform to continue to support the team into the future.


New Zealand Rugby
Marketing Manager: Nick Rowland
Commercial Partnerships Manager: Sarah Dewsbury
Black Ferns players and management

Executive Creative Director: Chris Bleackley
Creative: Joe Stuart 
Account Service: Jenna Chantelau
Strategy: Brendan Sturrock
Agency Producer: Paul Stent

Director: Ian Sweeney Fish&Clips
DOP: Julian Vares, Ro Tierney
Additional camera: Ollie Stent

Post Production
Producer: Michaela Fenton 
Editor: Phoebe Taylor 
Liquid Studios 
Producer: Tamara O’Neill
Sound Design: Craig Matuschka 

EightyOneM: Grant Maxwell
Tilt Digital: John Schofield

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