NZ was bracing itself for an invasion of more than 40,000 British Lions' fans. Affectionately known as the 'Barmy Army', and infamously known for their loud, vocal and colourful support. New Zealanders, while fanatical about rugby, are not great 'supporters' and needed encouragement. We decided to brand New Zealand 'Black'. We would dominate the visual landscape of the country. In order to do so, Adidas created 'Stand in Black'-New Zealand's largest ever guerilla promotional campaign.
Agency: Whybin\TBWA, New Zealand.