Steinlager and the All Blacks Give Kiwis the Opportunity to be (Virtual) Sport Stars

Steinlager and DDB Group Aotearoa NZ have teamed up with the All Blacks to launch the Steinlager Alt Blacks: a team of 23 everyday Kiwis who’ll be digitally immortalized in one of rugby’s most popular video games – Rugby Challenge 4.

The Steinlager Alt Blacks were announced last week with an integrated campaign encouraging regular, everyday Kiwis to take the chance to pull on a black jersey and take on South Africa in a live-streamed eSports match.


DDB partnered Mediacom and Mango to launch the campaign, kicking it off with a 30-second film that encourages Kiwis, regardless of their size, sex, or total lack of sporting ability, to apply to be a Steinlager Alt Black.

Mango enlisted legendary former All Blacks coach Sir Graham Henry to act as the Alt Blacks team selector and campaign spokesperson. Sir Graham helped launch the campaign with an Alt Blacks recruitment video and appeared on The Project, along with additional national media appearances across radio, print, and online reaching more than one million Kiwis at the campaign launch.

“The All Blacks are the most famous and revered rugby team in the world, and we wanted to celebrate our longstanding partnership through something unique that appeals to a vast audience,” said Steinlager senior brand manager Kerry McKenzie. “The Steinlager Alt Blacks makes it possible for everyday New Zealanders – teachers, tradies, and everything in between – to experience the thrill of virtually wearing the famous black jersey.


Client Credits: Steinlager


Brand Director – Beer: Jeremy Meech
Senior Brand Manager: Kerry McKenzie
Brand Manager: Lauren Dyke
Digital Brand Manager: Kate Butler
Digital Marketing Manager: Matt Monk

Agency Credits: DDB Group Aotearoa NZ

Executive Creative Director: Gary Steele
Creative Director: James Conner and Christie Cooper
Art Director: Josep Jover
Copywriter: Jacob Newton
Group Account Director: Jenny Travers
Account Director Kristina Lyndsay
Account Manager: Margot Ruldoph
Planning Director: Lucinda Sherborne
Planner: Natassja Cox
Agency Integrated Producer: Melissa Ching
Print Producer: Julz Lane
Mac Designer: Kathryn Hollis
Head of Digital Delivery: Johannes Gertz
Head of Digital Design: Dean Pomfrett
Digital Designer: Kelsey Watson
Motion Designer & Art Director: Marcin Sulewski
Senior Full Stak Developer: Emmanual Odorisio
Head of Motion Design: Mark Tretheway
Motion Designer: Ethan Wilson
Content Creator: Trent Hall
Post-Production: DDB
Senior Editor: Mike Hammond
Audio Engineer: Milon Williams


General Manager: Sean Brown
Group Business Director: Kat Day
Senior Account Director: Max Burt
Account Manager: Jessica Morris
Digital Director: Jade Kaukau


Media: MediaCom
Business Director: Stephen Larsen
Group Account Director: Alice Franklin
Senior Account Manager: Amy McKinnon
Senior Digital Account Manager: George Colsett


Production Company: Flying Fish
Executive Producer: James Moore
Producer: Rachel Blimpied
Director: James Solomon
DOP: Drew McGeorge
Sills Photography: Malcom Campbell

Wicked Witch


Read More

Creative Work

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours