Force Of Black

Our challenge was to develop a powerful global brand campaign for adidas in the support of the All Blacks as they enter London's 2015 Rugby World Cup. The Force Of Black represents everything the All Blacks stand for, from those who have worn the fern before them, the jerseys they wear, the spirit on the field and the passion of their supporters. In 2015, they will unleash the full power of their force, and invite supporters to join them, to embrace their ferocity, and together harness the emotional spirit of the Rugby World Cup.

Group Visual
This key visual ran everywhere from outdoor, print, digital to in-store POS.

FORCE OF BLACK 60"
Our fans. Our culture. Our history. Everything we stand for. The #ForceOfBlack is here.

Sonny Bill Williams Portrait
This key visual ran everywhere from outdoor, print, digital to in-store POS.

Richie McCaw Portrait
This key visual ran everywhere from outdoor, print, digital to in-store POS.

Ma'a Nonu Portrait
This key visual ran everywhere from outdoor, print, digital to in-store POS.

Dan Carter Portrait
This key visual ran everywhere from outdoor, print, digital to in-store POS.

Sam Whitelock Portrait
This key visual ran in print, digital and in-store POS.

Social Teaser Campaign
To build intrigue and a sense of suspense and excitement, a series of teaser executions were posted in the weeks leading up to the campaign launch.

Aaron Smith talks taking on Ireland
This film was launched the day of the All Blacks Vs Ireland world cup final. We hear Aaron talking about previous run ins with the Irish and their preparations for the game ahead.

London Rugby World Cup Activation
The campaign continued on the ground in London with fans given the opportunity to take on the #ForceofBlack for themselves. Thousands of fans witnessed the event in Southbank and cheered on the those game enough to take on the #ForceofBlack challenge - running head first through a specially designed wind tunnel to experience what it's like to take on the All Blacks force. Fans who were able to run for 60 seconds in the wind-tunnel whilst carrying a rugby ball were awarded an All Blacks Jersey. Windows were custom built into the tunnel, so the crowds could watch those who battled through the wind. A DJ booth also played back video content of the challenge for spectators to enjoy.

Unleash Your Force 'Black Out' Boot Campaign
A boot campaign ran concurrently showcasing adidas’ blackest ever boot range. It doesn’t matter where in the world you are, or what position you play, this year adidas’ ‘black out’ boot range has a boot for every position and playing style. Each boot is specifically engineered and designed to support a different role on the field. Pull on a pair of adidas ‘Black Out’ boots and unleash your personal playing force.