Rugby’s pretty close to being a religion in New Zealand. And the outwardly progressive, typically controversial St Matthew in the City and its agency TBWA\ have referenced that with its latest billboard, which uses the ‘Turin Shroud’ style of iconography and endorses David Kirk as a Kiwi deity due to his team’s heroic efforts in 1987.
Credits:
Writer: Ryan Price
Art Director: Frank Turner
Production: Michelle Hong
Account Manager: Ross McWhirter
Client: St Matthew in the City
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Who’s it for: Rexona by Generator United and Curious.
Why we like it: Depending on your viewpoint, the last Rexona spot that aired around the Rugby World Cup was either overwrought and overly earnest or powerful and beautifully shot. The follow up is fairly earnest as well, but Darryl Ward’s made it look purty in black and white and the slightly more casual approach works for us.
Who’s it for: Telecom by Saatchi & Saatchi and Prodigy
Why we like it: A simple idea, well executed—and there’s even a dose of sexy vampire-related humour. Extra points for the lead character’s rapid line spitting and the numerous attempts it probably took to get it right.
Who’s it for: National Bank by DraftFCB and Robber’s Dog
Why we like it: There’s a rich heritage of city slicker agencies claiming to know how to talk to the rural audience. But DraftFCB nailed it with this one (which we completely missed when it was launched ages ago as part of the ‘For the Places You’ll Go’ campaign).
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maree
September 27, 2011
clever but who really cares about rugby. Go the Warriors that is the important game!
HA HA so what about world cup its got some lovely people into our town to visit that is fun but the rugby boring…..its not really that important. Just my opinion
Lou
September 27, 2011
Nice
Marty
September 27, 2011
Well done! Nice line too
Jen
September 27, 2011
Clever, smart, creative.
Rachel
September 29, 2011
These billboards are always pretty good. Good tone, slightly edgy in a Christian way… I like it.