Bronze Winner
Integrated Campaign
Entrant: DDB Group New Zealand, Auckland
Steinlager
"Believe"
Description of the Project
EXECUTION:
The Last time NZ won the RWC was 1987, and back then Steinlager’s iconic white can was in the hands of many celebrating. We used this heritage and brought back the white can, promoting it as a lucky charm from the last time we won. Commercials told the story of a man saving his can from '87, for the next time the All Blacks won. Fans were encouraged to get their own lucky white cans, and ‘save one for the win.’
RESULTS:
Steinlager was one of the most recognized brands of the Rugby World Cup, well above most official sponsors. When prompted, 54% of consumers believed Steinlager was the official beer brand of the Rugby World Cup, with actual official beer Heineken languishing on 36%. The can went to number one canned beer in the marketplace, with 4 million units sold (NZ Popn 4.4 million).
Music Composer:
Peter Van der Fluit
Music Production Company:
Liquid Studios, Auckland
Sound Design Company:
The Coopers of Franklin Road, Auckland
Editor:
Paul Maxwell
Digital Production Company:
DDB Group New Zealand, Auckland
Director of Photography:
Ginny Loane
Producer:
Mark Foster
Director:
Adam Stevens
Production Company:
Robber's Dog, Auckland
Design Company:
DDB Group New Zealand
Agency Producer:
Tania Jeram
Executive Agency Producer:
Judy Thompson
Head of Art:
Dave Brady
Art Directors:
Regan Grafton/Damian Galvin/Ben Barnes
Copywriters:
Paul Hankinson/Rory McKechnie/Matt Webster
Creative Directors:
Regan Grafton/Aaron Goldring
Group Creative Director:
Toby Talbot
Agency:
DDB Group New Zealand, Auckland
Agency Account Directors:
Scott Wallace/Jonathan Rea
Client Account Directors:
Danny Phillips/Todd Gordon/Kate Fisken/Brent Robinson
Corporate Name of Client:
Lion
