Our SS18 Canterbury of New Zealand campaign is all about the truth behind training – the exertion and determination needed to smash goals, the insight into real-time training sessions, the mates that can be made along the fitness journey.
Our goal was to create an authentic, inclusive campaign that dials up what’s real – the personality, bravery and support in training.
We wanted to uncover what Train For Your Game really means to the brand ambassadors and influencers on a personal level, documenting their motivations, challenges and fears to create a compelling campaign narrative.
Headlining the campaign with Dylan Hartley, Robbie Henshaw and Kallum Watkins, we created and directed training scenarios that were specific to each ambassador and their unique training requirements.
We wanted to continue to push the Canterbury visual approach, creating an unexpected, impactful move-on for the brand.
The key focus of the campaign video content was to reflect the individuality of the ambassadors across the three pillars of agility, power and endurance. We produced an edit per player demonstrating their own training sessions, plus a combination edit to tease the campaign launch.
We also created social content including rugby challenges and ‘Make It Real’ interviews that showcased more of the ambassador’s skill and personality.
We cast a supporting squad of local rugby fit guys to train with each ambassador, selecting influencers who are teammates and real life gym pals to dial up the authenticity of the campaign.
Personality and honesty was key, we wanted to showcase the guys strength and power in the campaign visuals, but also highlight their personalities and unique goals.
We teamed up with the awesome Paul Olima to demonstrate the training range in motion and under exertion in a cool crossfit setting. We approached and directed the shoot as a real training session, showing how the garments support a determined and dynamic workout.
From here we created graphics to be used across social, digital and retail, communicating all technical and aesthetic features of the training collection.
As the campaign message focuses on the diversity of training scenarios and individuals, it adapted seamlessly to a global rollout – we built out the campaign guidelines to demonstrate how each territory should execute the summer campaign across photography, design and artwork.