ABs 77-dentsu 100!

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NEW YORK, Today: The All Blacks have a 77.3%-win record, but dentsu New Zealand posted a 100% success rate at the recent Clio Sports Awards in the United States.

The Borrow the All Blacks campaign, created for ASB Bank, saw the bank donating their NZRU sponsorship deal to their Covid-affected small business customers, scored a gold in the Integrated category and silvers in Branded Entertainment, Content, and Partnerships, Sponsorship & Collaborations.

ECD Hadleigh ‘Sonny Bill’ Sinclair said: “We’re proud as fruit punch to be recognised by Clio with some good-looking trophies that the creatives will try and steal from agency reception.

“The campaign has been a labour of love for the team at dentsu and ASB, who’ve worked tirelessly to make a meaningful difference for small Kiwi businesses.”

“The result was the delivery of a unified marketing strategy that led to record-breaking results for ASB Bank.”

The campaign saw the creation of 100 All Blacks, Māori All Blacks and Black Fern endorsement campaigns for 100 small businesses from across the country.

“Each business received marketing collateral featuring New Zealand’s most famous rugby faces along with a bespoke media buy from the dentsu media team, and digital toolkit to help navigate Covid lockdowns.

The work was created through a collaboration with the NZRU, ASB Bank, and drawing on capability from across dentsu New Zealand’s integrated offering.

“The result,” said Sonny Bill, “was the delivery of a unified marketing strategy that led to record breaking results for ASB Bank, as well as a much-needed boost to small businesses from around New Zealand.”


Client: ASB Bank
Agency: dentsu New Zealand, Auckland
Executive Creative Director: Hadleigh Sinclair
Executive Creative Director: Jack Delmonte
Copywriter: Matt Woods
Art Director: Chelsea Sietes
General Manager: John Marshall
Head of Strategy: Claire Bradbourne
Producer: Tim Costar
Account Director: Kate Syms
Account Director: Chris Marshall
Account Director: Maddy Shieff
Designer: Steve Nute
Designer: Shevonee Muthiah

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