The 2020 HSBC New Zealand Sevens tournament was our third consecutive campaign with New Zealand Rugby and this year we set out to make it explosive!
Our client wanted to build on the colour and fun that we had developed over the previous two campaigns but with a fresh, new look and messaging. We worked with the NZRU to understand the key elements of the event and find the best way to communicate these to their audiences. The campaign had to tell the story of an exciting rugby event, with a party, and space for all the family.
We worked with them to develop the “It’s a Sevens Thing” campaign messaging. This gave us flexibility to talk to the different audiences about all the parts which make up the sevens – “It’s an action thing, it’s a family thing, it’s a party thing”. We combined this copy with key hero portraits of fans and players, interacting with vibrant explosions of colour. This involved working with NZRU supplied imagery as well a bespoke photo shoot based on fan costumes from previous events.
We used these hero images to roll out a huge range of collateral, from digital/social formats to billboards and video.
We loved working on this campaign! It’s fun, colourful and importantly, was really flexible across multiple collateral formats, sizes and shapes.
See you next year at the Sevens!