AUCKLAND, Today: Poi is back—and it’s bringing the power. #LetsGoAgain is the new nationwide rally cry, with BcgCrave and New Zealand Rugby calling on fans to back the Black Ferns all over again.
This time, the team’s heading to the UK to defend their world champion title. And just like 2022, they’re asking Kiwis to show up with poi in hand—and heart.
In that historic campaign, poi became more than just a performance. It became a symbol—of pride, unity, and Māori culture—felt by players and fans across Aotearoa.
“Poi is movement, rhythm, and pride,” says Pere Wihongi, who’s choreographed a new routine for the 2025 push. “Bringing it back honours our culture and connects every Kiwi to something bigger than the game.”
The campaign kicked off with a powerful hero video and a clear call to action: Let’s Go. Again. Fans can learn the routine and show their support by sharing it online.
“We wanted to celebrate that fandom amongst Kiwis, and poi was the perfect cultural symbol to help us do that.”
“We’re inviting every Kiwi to join in, pick up poi, and show our Black Ferns they’ve got the nation behind them,” says Ashleigh Johansson, NZ Rugby’s Black Ferns Global Marketing Manager.
The campaign is also launching a travelling 2.5-metre poi—the biggest in the world (unofficially)—collecting messages of support as it tours the country.
Daniel Hopkirk from BcgCrave says the poi was the perfect symbol to bring back. “We wanted to celebrate that fandom amongst Kiwis, and poi was the perfect cultural symbol to help us do that.”
“For such a successful team on the world stage, we wanted to create a symbol that reflects the significance of their support from Kiwi in Aotearoa and across the globe,” adds Hopkirk.
From stadiums and social media to outdoor sites and TV, the campaign is designed to be seen—and felt—across every corner of the country.
Fans who post their poi routine go in the draw to win a trip for two to the UK to meet the Black Ferns.
CREDITS
Client: NZR
Agency: BcgCrave
NZR, Global Marketing Manager: Ashleigh Johansson
NZR, GM Brand and Marketing: Kerry McKenzie
BcgCrave, Managing Director: Daniel Hopkirk
BcgCrave, Executive Creative Director: James Blackwood
BcgCrave, Group Account Director: Georgina Otto
BcgCrave, Strategy Director: Jose Alomajan
BcgCrave, Creative Director: Robin Powell
BcgCrave, Art Director: Violette Paimpol
Cultural Advisor & Poi Choreographer: Pere Wihongi
Videographer, editor: Keepa Mewett
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