Downtown Auckland indie creative shop Augusto has developed and produced a new global adidas Rugby campaign, Next Is Everything, which launched globally today.
Featuring a handful of the world’s most influential rugby players – including England’s Maro Itoje & Anthony Watson, France’s Baptiste Serin, the All Blacks’ Savea brothers and NZ Women’s Sevens star Tyla Nathan Wong – the campaign aims to unite adidas Rugby markets under one global proposition.
Social videos last week teased fans eager to see what’s to come, with the official launch film dropping today.
Next Is Everything campaign will continue over the following six months with an ongoing series of videos and social imagery promoting key players, plus a new boot range – all released via social where adidas Rugby predominantly focus their marketing activity.
“Working with plenty of the world’s top rugby players since we joined Augusto 18 months ago, it’s evident they all have a shared mentality about always looking ahead, not relying on the past, which became the basis of the entire campaign,” says Augusto joint CD Matt Sellars.
“They all have a shared mentality about always looking ahead, not relying on the past, which became the basis of the entire campaign”
Co-creative director Rich Robson said: “This has been a great opportunity for us to rally players from all regions under a mutual love of the game. Rugby is one of the fastest growing sports globally, so we wanted to create a rugby campaign for the newer generation of fans and players. One that shifts away from sporting heritage towards a more exciting, and future-facing positioning better suited to the modern game.”
The production of this campaign was ambitious, stretching from London to Paris, with multiple stills and video units capturing the extensive number of campaign elements that feed into the new global campaign.
August ceo/founder Michelle Walshe said: “This is a big milestone. We were awarded the work out of Germany off the strength of our strategic and creative thinking and then brought it to life across production, post production and design almost entirely inside Augusto.
“This is the type of work we hang our hat on and it’s a perfect example of the Augusto magic that only comes from true end-to- end collaboration.”
Good news x 3
She says this work further bolsters Augusto’s international credits following the UK launch of their feature film Chasing Great, the US premiere of Discovery Networks’ Everest Rescue, and their recent expansion into the US market out of New York.
CREDITS
adidas Rugby, Global Communications Manager: Adam Daysh
Creative Director: Rich Robson
Creative Director: Matt Sellars
Director: Michelle Walshe
Senior Account Manager: Lauren Oxnam
Head of Strategy: Jono Allen
Producer: Brad Harvey, Amy Molloy
DOP: Adam Docker (UK, France), Dave Cameron, Bevan Crothers (NZ)
2nd Unit Director: James Anderson
Editor: Mariano Segedin
Lead Motion Designer: Shaun Madgwick
Motion Designer: David Frearson
Lead Designer: James Davison
Designer: Lena Panaita
Illustrator Animator: Mathieu Smorto
Sound Design: Liquid Studios
Colour Grade: Andrew Brown, Toybox
Composer: Patrick Hawkins, Stu Maxwell
Stills Photographer: Graeme Murray, Roger Keller (Europe)
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