DDB & Steinlager launch Alt Blacks

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AUCKLAND, Wednesday: Steinlager and DDB Group Aotearoa have teamed up with the All Blacks to launch the Steinlager Alt Blacks: a team of 23 legendary everyday Kiwis who’ll be digitally immortalised in one of rugby’s most popular video games – Rugby Challenge 4.

The Steinlager Alt Blacks were announced last week with an integrated campaign encouraging regular, everyday Kiwis to take the chance to pull on a black jersey and take on South Africa in a live-streamed eSports match.

DDB worked alongside Mediacom and Mango to launch the campaign, kicking it off with a 30” film that encourages Kiwis, regardless of their size, sex or total lack of sporting ability, to apply to be a Steinlager Alt Black.

Mango enlisted legendary former All Blacks coach Sir Graham Henry to act as the Alt Blacks team selector and campaign spokesperson.

“The integrated, digital-led campaign is a creative way to turn more Kiwis into national heroes.”

Sir Graham helped launch the campaign with an Alt Blacks recruitment video and appeared on The Project, along with additional national media appearances across radio, print and online reaching more than 1 million Kiwis at campaign launch.

Off the back of the launch activity, thousands of Kiwis headed to the Steinlager Alt Blacks website to enter for the chance to join the virtual team.

DDB Group Aotearoa ECD Gary Steele says the integrated, digital-led campaign is a creative way to turn more Kiwis into national heroes.

The campaign launched on 23 August with a multi-channel recruitment phase. This is integrated across AV, Digital, Social, OOH and press. View the launch video here.


Client: Steinlager
Brand Director – Beer: Jeremy Meech
Senior Brand Manager: Kerry McKenzie
Brand Manager: Lauren Dyke
Digital Brand Manager: Kate Butler
Digital Marketing Manager: Matt Monk

Agency: DDB Group Aotearoa NZ
Executive Creative Director: Gary Steele
Creative Director: James Conner and Christie Cooper
Art Director: Josep Jover
Copywriter: Jacob Newton
Group Account Director: Jenny Travers
Accout Director: Kristina Lyndsay
Account Manager: Margot Ruldoph
Planning Director: Lucinda Sherborne
Planner: Natassja Cox
Agency Integrated Producer: Melissa Ching
Print Producer: Julz Lane
Mac Designer: Kathryn Hollis
Head of Digital Delivery: Johannes Gertz
Head of Digital Design: Dean Pomfrett
Digital Designer: Kelsey Watson
Motion Designer & Art Director: Marcin Sulewski
Senior Full Stack Developer: Emmanuel Odorisio
Head of Motion Design: Mark Tretheway
Motion Designer: Ethan Wilson
Content Creator: Trent Hall
Post Production: DDB
Senior Editor: Mike Hammond
Audio Engineer:Milon Williams

Mango General Manager: Sean Brown
Group Business Director: Kat Day
Senior Account Director: Max Burt
Account Manager: Jessica Morris
Digital Director: Jade Kaukau

Media: MediaCom
Business Director: Stephen Larsen
Group Account Director: Alice Franklin
Senior Account Manager: Amy McKinnon
Senior Digital Account Manager: George Coslett

Production Company: Flying Fish
Executive Producer: James Moore
Producer: Rachel Blimpied
Director: James Solomon
DOP: Drew McGeorge
Sills photography: Malcom Campbell

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