Steinlager remembers The Originals

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DDB, Robber’s Dog and Young & Shand teamed up to commemorate the 110th anniversary of New Zealand’s inaugural rugby tour of the UK with a new TVC and the “triumphant” return of the Steinlager limited edition white can – a lucky charm in 1987 and a nostalgic symbol of hope in 2011.

On that historic tour, in which the team that became known as The Originals, won 34 out 35 games and put NZ on the sporting map.

The Originals spent six weeks travelling by ship to the UK, and were widely written off by the English media – so much so that when they beat county side Devon 55-4 in their first game, the local media attributed the win to Devon. Little did they know that it was to be the making of an incredible winning record that continues to this day.

The limited edition white can is supported by a nationwide We Believe campaign, developed by DDB, to tell the remarkable tale of the New Zealanders that earned the All Blacks name 110 years ago.

There are 15, 45 and 60 second versions of the TVC, as well as outdoor, digital, social, PR and print. The campaign aims to stir belief in the nation as our boys embark on a long and gritty campaign reminiscent of the Originals tour 110 years ago.

“Just as our emerging nation believed in them back then, New Zealand still believes now,” said Steinlager’s Ben Wheeler.

DDB chief creative officer Damon Stapleton said: “It’s not often you have the opportunity to work with an iconic brand like this, and to celebrate such a remarkable moment in history. What a fantastic experience and privilege.”

Robber’s Dog director Adam Stevens said: “The story of The Originals of 1905 is such a great one. Regular colonials travelled for six weeks on a boat to Plymouth, away from their families for eight months playing 35 games and only losing one.

“Being given the chance to put my own spin on this story was a real honour. It was also a wee bit terrifying, making a mess of the Legend of the Originals, in this rugby-mad country, would probably have meant exile!”

To further tell the story, Steinlager partnered with digital agency Young & Shand who have developed a comprehensive online strategy for Steinlager fans to engage with The Originals story.

Developing the intrigue generated by the TVC, the website allows fans to immerse themselves further into the epic journey the team undertook in 1905.

Steinlager Classic white cans go on sale today, in 12 packs (RRP $24.99).


Client: Steinlager
Category Marketing Director – Beer at Lion: Ben Wheeler
Assistant Brand Manager: Benafsha Hajati
Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Art Director: Nicole Sykes
Copywriter: Rory McKechnie
Group Account Director: Scott Wallace
Senior Account Director: Jenny Travers
Planning Director: Rupert Price
Executive Producer: Judy Thompson
Agency Producer: Samantha Royal
Production Company: Robber’s Dog
Executive Producer: Mark Foster
Director: Adam Stevens
DOP: John Toon
Editor: Tim Mauger
Colourist: Pete Ritchie
Online: Stuart Bedford
Composer/Sound Design: Cam Ballantyne
Sound Mix: The Coopers
Media: ZenithOptimedia
Group business director: Alex Lawson
Senior media planner: Kate Gamble
Media assistant: Stephanie Todd
Public Relations: the pr shop
Business Director: Pippa Lekner
Account Manager: Tom Frankish
Digital Agency: Young & Shand
Creative Director: Jon Coles / Tim Wood
Designer: Jack Wadham
Art Director: Harriet Spratt
Copywriter: Eddie Dickens
Head of Development: Andrew Dover
Developer: Matt Quinn
Director of Operations: Matt Van Tiel
Strategy Director: Ian Howard
Group Account Director: Dan Phillips
Account Director: Dan Maas
Senior Account Manager: Danica Paki
Account Manager: Richie Bramley
Account Executive: Emilia Robertson

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