Steinlager brings back the white can in honour of the Originals in its latest campaign via DDB NZ

2015 marks the 110th anniversary of New Zealand’s inaugural rugby tour of the UK, in which the team, affectionately known as the Originals, won 34 out 35 games on tour and put New Zealand on the map.

Spending six weeks travelling by ship to the UK, the team was widely written off by everyone, 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.

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To commemorate the Originals’ tour, Steinlager is proud to announce the triumphant return of its limited edition white can – a lucky charm in 1987 and a nostalgic symbol of hope in 2011. The 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. Featuring a 15, 45 and 60 second TVC, 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. 

Says Ben Wheeler from Steinlager: “Just as our emerging nation believed in them back then, New Zealand still believes now.”

Says Damon Stapleton, chief creative officer, DDB New Zealand; “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.”

Says Adam Stevens, TVC director, Robbers Dog: “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 on the hype and intrigue generated by the TVC, the website allows fans to immerse themselves further into the epic journey the team undertook in 1905. 

Client: Steinlager

Account Executive: Emilia Robertson