The initiative, which was created in partnership with TBWA New Zealand, centres around the individual meaning of the iconic black jersey for each of the team's 22 members, as well as their fans. A series of posters bearing the line 'This is not a Jersey', along with star players such as captain Richie McCaw and Milas Muliaina, aim to extend the significance of the garment from that of an item of clothing to one of a symbol of national pride, unity and bravery.
Additional featured slogans include 'This is not a uniform, this is a country unified' and 'This is not black, this is the absence of fear', among others.
In conjunction with the advertising campaign, adidas is to launch a range of clothing including limited edition T-shirts and a replica jersey for fans to wear during the game, and will offer consumers entry to a prize draw to win autographed merchandise.
Additional featured slogans include 'This is not a uniform, this is a country unified' and 'This is not black, this is the absence of fear', among others.
In conjunction with the advertising campaign, adidas is to launch a range of clothing including limited edition T-shirts and a replica jersey for fans to wear during the game, and will offer consumers entry to a prize draw to win autographed merchandise.
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