Bronze Winner

Integrated Campaign

Entrant: DDB Group New Zealand, Auckland


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

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