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

    By The Staff - Sep 3, 2021
    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

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