ANZ
Sometimes it’s hard to be proud of a city where road cones are more common than pedestrians, and the Aucklanders or as the rest of the country knowns them JAFAs (Just another fucking Aucklander) often hide the fact their from Auckland when traveling The country.
So imagine: A brief where we have to get people feeling Auckland pride. No less for a team that barely exists.
Our way in was to turn this lack of history into a strength by creating the ultimate collectible for Auckland football fans: A special edition Day One jersey. Reserved for the most die hard Aucklanders who could crack our codes delivered via a co-ordinated OOH and Social campaign, boosted by PR and influencers.
From photographing the jersey in-agency to seeing it on the streets, the Day One launch was a uniquely hectic experience.
The Day One jerseys were worn proudly by fans at AFC games, showcasing pride in city and the team.
Client: ANZ
Agency: TBWA\NZ
Creative Directors: Ashwin Gopal & Gavin Siakimotu
Copywriter: Crystal Hay
Art Director: Michael Gillard-Allen