Steinlager’s 'Originals' is an underdog story that mirrors New Zealand's hopes for the Rugby World Cup 2015. Transporting us back to their first ever rugby victory in the UK Robber’s Dog and DDB New Zealand tap into the purity, humility and authenticity surrounding the nation’s sporting pride and joy, their national rugby team. Creating the 60” TVC was no small task for Robber’s Dog and DDB NZ; balancing national pride with a prestigious reputation globally, the message had to be crafted to inspire the country to believe again. With ‘belief’ as the core concept, the campaign is at odds with the bravado you might expect from the world’s leading rugby nation. New Zealand may be the favourites and reigning champions, but in true Kiwi style there’s no arrogance or fanfare in the sentiment. So the campaign looks to humility and authentic detail in the creative execution, every aspect of the casting, wardrobe and set design emanating period features and New Zealand's approach to rugby. Steinlager and DDB NZ settled on the 1905 original winning rugby team as the focus of their campaign. A symbol of belief for the nation, the 'Originals' were the first New Zealand team to tour the UK, losing only one in 35 games. True underdogs; the players were miners, farmers and blacksmiths, and no one thought they had a chance at winning against the United Kingdom's finest teams.
Category: Drinks, alcoholic
Client: Steinlager
Agency: DDB, New Zealand
Production: Robbers Dog
Country: New Zealand
Director: Adam Stevens
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Copywriter: Rory Mckechnie
Art Director: Nicole Sykes
Executive Producer: Judy Thompson
Executive Producer: Mark Foster
DoP: John Toon
Agency Producer: Samantha Royal
Group Account Director: Scott Wallace
Senior Account Director: Jenny Travers
Planning Director: Rupert Price
Editor: Tim Mauger
Colourist: Pete Ritchie
Online: Stuart Bedford
Composer/ Sound Design: Cam Ballantyne
Sound Mix: The Coopers