Almost 10,000 fans had their names nano engraved onto team captain Richie McCaw's jersey in the time period allocated.Of 962 NZ births on Test Match Dates, there were 654 registrations for jerseys. 68% of eligible babies born claimed their special jersey.

Get fans closer to the All Blacks by registering their response in a new and innovative way.We needed to motivate fans to reaffirm their support, and attract new supporters by offering a unique, closer interaction with the team.The iconic All Blacks jersey became the medium and the message. Emotive ads, expressing what the jersey means, drove fans to a central website www.thisisnotajersey.com. There, current and new fans could interact, register and express their support and belief, giving thousands of fans a chance to have their names literally printed onto a single thread of the captain's jersey, using nano-technology.

It's all about the jersey. The solution was to create a multifaceted campaign to elicit a response from fan and player alike - emotionally and literally. The jersey was always at the centre of every execution, culminating in the ability to have as many names as possible registered to be printed into the thread of a special jersey worn by captain Richie McCaw. Alongside this was a unique chance for NZ babies born on the day of a 2008 test match to be gifted a special All Blacks jersey, capturing a new generation of fans.

New Zealanders are already passionate about their team. The emotional weight of the jersey was already there - we just needed to reassert the power within and make people see it in a new and innovative way to reaffirm and recruit. The All Blacks and the jersey are the embodiment of the Adidas mantra Impossible Is Nothing.