AIG - Effort Is Effort

  • Darren Collins

The brief: Deliver an idea to shoot some social content with the Black Ferns in 9 days time ahead of their campaign in the 2017 Rugby World Cup. The response: An integrated global campaign to outline equality both in sport and the workplace. Not exactly what the client asked for, but as a team something we felt incredibly passionate about and wanted to drive. At the time gender pay gap was becoming a hot topic and was starting to get some traction in the sports world. Whilst most appreciate the All Blacks as the most successful and revered Rugby team of all time, The Black Ferns are in fact the most winningest team and have the most incredible record. And most of these ladies train and play alongside full time jobs and raising families. Incredible. We had clients bold enough to back our vision, the first leg was shot with the Black Ferns in Dublin and then shortly after with the All Blacks in Auckland. As the campaign grew legs it got more interest and the global C Suite got across it. After a year of hard graft the campaign finally launched to much applause and pride across consumer, business and internal channels. It grew legs across channels from social, to eCRM, to employee engagement events and hospitality at major rugby matches. Most importantly it forced a large corporation to look at their commitment to equality in the workplace, sparked more conversation about equality in sport and highlighted the success and mana of the incredible Black Ferns.