July 31st, 2011, what the All Blacks would wear to the world cup was a fiercely guarded national secret.The jersey was about to get a makeover, and a white collar, just like the victorious 1987 inaugural world cup strip. At 7.30pm, before the Haka, all would be revealed. Then during the match our OOH campaign would go live featuring XV peel off jerseys ‘ hidden in plain sight’.At the same time on Facebook, we posted clues as to their whereabouts. 4 million Kiwis wanted one. But the first XV fans earned one.

The Out of Home campaign was just one component of a larger campaign, so we can’t attribute the results to the posters alone, however adidas’s biggest NZ retailer Rebel Sport sold 8 times more All Blacks-related merchandise than targeted.** NZHerald October 23, 2011.