The 2023 rugby union season is about to begin and Steinlager is keen to maintain its role beside the All Blacks, and through that its presence in New Zealand’s identity. The relationship between Steinlager and the New Zealand national team goes back to 1986.
To do that, DDB Aotearoa and Flying Fish have upped the ante on brand-sport support films. It’s smooth pace, quirky fandoms and identifiable anthem (the song the All Blacks run out to) give Steinlager’s film, by Flying Fish director, Dan Sadgrove, a spotlight. The campaign is the next iteration of Unconditional Supporters, which has been the Lion brand’s campaign banner since 1999.
Unconditional Supporters heroes fans who have stood the test of time, and shows their unwavering support for New Zealand’s national team in unique ways. A mix of real-life supporters was cast, who mirror Steinlager’s Unconditional Support was cast. They include Marita Sutherland from Southland, whose devotion is evident in her All Blacks-themed room, tattoos dedicated to the team, and naming her children after All Black legends.
Matty Burton, group chief creative officer for DDB Aotearoa, stated, “Unconditional Supporters highlights the exceptional lengths in which fans exhibit their loyalty over the decades. Steinlager’s partnership with the All Blacks strikes a profound chord with passionate Kiwi fans, whether they’re cheering from the stadium stands or rising early to support the team. Diehard fans will also note our soundtrack is the song the All Blacks run out to.”
Craig Baldie, managing director of Lion NZ, says the long-standing partnership with the All Blacks serves as a reaffirmation of the brand’s unwavering loyalty to the team during the upcoming season: “This campaign exemplifies how Steinlager has earned a special place in the hearts of All Blacks enthusiasts, and our sponsorship of the team mirrors the loyalty and dedication we observe in every passionate fan.”
The full campaign covers TV, outdoor & social.
Credits:
Agency: DDB Aotearoa
Client: Lion New Zealand
Managing Director: Craig Baldie
Marketing Director: Rachel Ellerm
Connections Director: Adam Daysh
Brand Director- Beer: Jeremy Meech
Marketing Manager: Angela Monro
Brand Manager: Lauren Dyke
Production Company: Flying Fish
Executive Producer: Blaine Stevenson
Director: Dan Sadgrove
DOP: Dave Garbett
Offline Editor: Nathan Pickles
Online Editor: Anita Ward
Colourist: Mikey Rossiter
Sound: Liquid Studios
Music Composer: Andy Morton
Sound Engineer: Craig Matuschka
Media Agency: EssenceMediacom
