The All Blacks are New Zealand’s national rugby team. Unsurprisingly, they wear black jerseys. It has become iconic, a symbol of a little country taking on the world. But as the world has gotten smaller other sports have gained a foothold in NZ. Now you’re just as likely to see NBA and English Premier League jerseys on the street as you are the black jersey.

With the Rugby World Cup approaching, sponsor Steinlager wanted to create a hub that could rally the nation around the All Blacks once again, and remind them that true loyalty requires sacrifice.

We knew we needed to remind fans that when it comes to the All Blacks, nothing less than full support is good enough. So we targeted supporters by challenging them to give up their support for other teams, to reaffirm their unwavering supporting for the All Blacks. These sacrifices would be the currency for fans to gain access into our experience.

We created the Black Laundry – a pop up laundromat that invited fans to reaffirm their loyalty by dyeing any other sports jersey all black. Garments were dyed, dried and embroidered in 45 minutes, ready to be put back on in time to watch the game live at the Laundry.

Each session booked out in minutes, so like any good laundry we offered a pick-up service, where clothes were dyed and sent back.

The Black Laundry was open between 21/09/19 - 12/10/19 with fans able to book spots at 1hour sessions. Each session sold out and the campaign reached 4x NZ’s population, earning $1 million of PR value.