AUCKLAND, Today: Creative agency Plato has launched a new brand platform, One of Us, with the Crusaders, celebrating the people who make up the club and the sense of belonging that defines it.
It arrives ahead of a big 2026 season, marking the club’s 30th anniversary and the opening of Te Kaha. The campaign highlights the heartbeat of the club: alumni, partners, members, fans, families, and communities across six regions and beyond.
Crusaders CEO Colin Mansbridge says One of Us is a tribute to that bond. “This campaign is a celebration of our whānau – the people who fill the stands, raise their kids in red and black, and carry the Crusaders spirit wherever they go.
“One of Us is about belonging. It’s about acknowledging that this team isn’t just ours – it belongs to all the regions that make up our great club.”
Crusaders Head of Marketing Grace Jones says the campaign taps into what fans really want. “Our challenge is to turn passion into presence – to get fans off the couch and into the stands.
“Plato’s strategy nailed it: fans crave authentic, high-energy experiences. One of Us delivers that emotional connection, reminding everyone that this is more than rugby – it’s our whānau and our legacy.”
“This campaign is a celebration of our whānau – the people who fill the stands, raise their kids in red and black, and carry the Crusaders spirit wherever they go.” – Colin Mansbridge, Crusaders CEO
Plato’s Creative Lead Fiona Murray says the new stadium presented a major opportunity. “It gave us a huge opportunity to evolve the Crusaders identity. One of Us shifts the focus from a successful team to a powerful force of community. The message is simple: we’re connected, we’re whānau, we’re all Crusaders.”
Grace Jones says the campaign is rooted in the brand ethos of For Each Other. “Our fans aren’t just supporters, they’re part of who we are. By showcasing real people and real stories, we’re inviting every Crusader, from every corner of the world, to see themselves in this team. If you love this club, you’re one of us.”
The campaign features real Crusaders supporters, captured in a recent shoot for the 2026 brand film and fan-focused content.
Head Coach Rob Penney says seeing supporters in the campaign feels right. “When we run out onto the field, it’s for the people who stand behind us. The energy, loyalty, and pride of our fans have always been a huge part of what makes this club special. Having them at the forefront of this campaign is exactly how it should be.”
One of Us rolls out this week across outdoor, digital, social, and experiential channels, aimed at driving ticket sales and memberships in 2026.
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