adidas is 'Alive With Pride' in Campaign by iris Worldwide Sydney

Iris Worldwide Sydney has brought the culture and passion of New Zealand regions to life in a campaign for Adidas with the release of the 2014 season Investec Super Rugby team jerseys. 

The Alive With Pride campaign gives the humble jersey a far richer meaning through a series of collectable posters designed by selected New Zealand artists by delving deeper into the stories behind the teams and the cultural significance of their origins. 

At the heart of each artwork is the original Adidas jersey design - a centrepiece from which a story evolves, building on the rich history behind each design. 

“By adding value with the bigger story of history and meaning behind traditional symbolism, the pride of both players and fans alike extends far beyond the pitch and into the heartland of the provinces,”said Adam Daysh, Marketing Manager for Adidas New Zealand.

Online content created in partnership with New Zealand-based production company Augusto features the players themselves sharing their connection to the region and more importantly their commitment to their team and fans.

Iris Sydney’s executive creative director Mike Spirkovski said outwardly it appeared to be a simple story but that it reflected a far greater significance.

“The artists’ designs reach far back in to the town, the land and the history of place,” he said. “Rugby is entrenched in the New Zealand psyche in a deeply cultural way. We worked incredibly hard and with due diligence to make this campaign meaningful to the teams, their fans and Adidas.”

Limited edition posters of the striking designs are given as a gift with each jersey purchased.

Credits

Agency: Iris Worldwide

Penny Dixon, Managing Director

Mike Spirkovski, Executive Creative Director

Phil Shearer, Copywriter

James Griffiths, Art Director

Roger Dore, Producer

David Fleming, Designer

Josh Penno, Finished Artist

Dan Pankraz, Regional Strategic Director

Angie Laxton, Group Account Director

Courtney Borg, Account Executive

Client: Adidas

Adam Daysh, Marketing Manager, adidas New Zealand

Artists

Blues: Tony Graystone

Chiefs: Leon Kipa

Hurricanes: Liam Gerrard

Crusaders: Joel Hart

Highlanders: Sarah Larnach

Agent/Producer: Rob Finn

Augusto

Michelle Walshe, Director 

Rob Malloch, Account Director

David Cameron, D.O.P

Motion Graphics Design; Tany Caseanu & Shaun Madgwick

Mariano Segedin, Editor

Rebecca Richardson, Producer

Gabe Mueller, Sound