Steinlager, the classic New Zealand lager, launched an ambitious video this week that plays on the nation’s love of Rugby by telling the tale of their first ever international team. “Originals” is an underdog story from DDB New Zealand and production company Robber’s Dog that mirrors New Zealand’s hopes for this year’s world cup by transporting us back to 1905, and tapping into the purity, humility and authenticity surrounding the nation’s sporting pride and joy, their national rugby team. Creating the film was no small task for Robber’s Dog and DDB NZ, who both found themselves struggling (at first) to combine their national pride with a prestigious global reputation globally and find a message that would inspire the country to believe again as they prepare to face their next challenge on British soil 110 years after that first glorious victory.
Steinlager, the classic New Zealand lager, launched an ambitious video this week that plays on the nation’s love of Rugby by telling the tale of their first ever international team
With “Belief” as the core concept, 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. 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 there’s little 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. Coincidently the Originals team has influenced the design of the 2015 All Blacks World Cup Jersey, which now features the unique chevron design on the breast.
Steinlager presents “The Originals”
DDB NZ copywriter Rory McKechnie, and Robber’s Dog director Adam Stevens, both worked on the 2011 Steinlager campaign and when planning for the 2015 campaign, they faced the tough challenge of how best to follow Steinlager’s 2011 “We Believe” campaign which was awarded a Cannes Creative Effectiveness Lion. Stevens said: “I was stoked to be asked back, the previous spot was so much fun to craft and this had all the promise of something equally as emotional. It appealed to me as an All Blacks’ fan and as a director.” Of the new spot, he added: “There is so much interesting history to draw on with the Originals. The story of the team from 1905 is such a great one. Being given the chance to put my own spin on this story was a real honour. It was also a wee bit terrifying, making a mess of the ‘Legend of Originals’, in this rugby mad country, would probably have meant exile!”
Steinlager and DDB NZ settled on the 1905 original winning rugby team as the focus of their campaign because it was a strong symbol of belief for the nation
ECD at DDB New Zealand, Shane Bradnick, said: “It’s not often you have the opportunity to work with a brand that is a symbol an entire country believes in and rallies behind, what a privilege.” Chief creative officer at DDB New Zealand, Damon Stapleton, added: “Even though we’re South African, we’re also ardent rugby fans and we love the All Blacks because of what they’ve done for rugby. There’s a big responsibility working on a campaign for something as iconic as the All Blacks, past or present, and much attention to detail was required. Overall it has been a fantastic experience.” And the result of all this mutual enthusiasm is an authentic, powerful film, which should really raise the hairs on the back of your neck if you’ve even a passing relation to New Zealand.
