Over the years Percy’s flowing blonde locks have become almost as famous as his on-field prowess. So, as a tribute, we gave his team mates a makeover. We created 30 blonde “Percy” wigs and gathered the Springbok team for a team photo with a difference. We then created a print ad in the likeness of the traditional team photo that appears in all national papers on the day of a Springbok game.

Nearly every Saturday paper ran our ad in place of the traditional team shot, and the story behind the shoot made headlines across the country. It was featured on radio stations and blogged extensively. 1000s showed their support at the game wearing blonde wigs and the ad even influenced the hairstyles of the presenters, who appeared live on national TV before the game wearing Percy wigs. It began in the morning with a single print ad. By sunset, a nation of rugby fans had paid a fitting tribute to a blonde legend.