Vodacom Super Rugby 2016
ANCIENT SPIRIT. NEW CHALLENGE.
Just like the All Blacks evoke the warrior spirit of their ancestors in the HAKA, our campaign implies that every nation represented in the 2016 VSR season has its own ANCIENT WARRIOR SPIRIT that is called up when in fierce battle on the rugby field. The warriors we have chosen to illustrate the nations are a Zulu Warrior (SA), a Maori (NZ), and Aboriginal Man (AUS), a Samurai (Japan) and a Mapuche Warrior (ARG). Great care was taken in creating culturally accurate representations of these warriors that date back over 1000 years and the results speak for themselves.
The promo begins with ANCIENT SPIRIT beginning to take form, to the haunting sound of a conch shell call- The Maori tradition for evoking the gods, to assist the warrior in battle. The challenge is from New Zealand to the rest of the rugby-playing Southern Hemisphere as the reigning champions are The Crusaders- an NZ team. The call from this ancient spirit warrior in turn evokes the other ancient warriors, who all appear to assist their nation’s rugby teams.
Meanwhile, the SA Super Rugby teams are getting ready for ‘battle’. The ANCIENT SPIRIT, in the form of living blue energy forms itself into the shape of a rugby ball, which is then picked up by an SA rugby player, Handré Pollard, who then begins to play with the ball with other recognisable rugby players from the 6 SA franchises.
The ANCIENT SPIRIT rugby ball looks amazing, but it is also symbolic of the energy carried between rugby team members. Rugby is after all a team sport, and it only takes one player to ‘drop the ball’ for success to elude the team. As rugby fans, we are all a part of this spirit, for how we react to what happens on the field shows us that we are on the field with them- in heart, soul and mind.
With this campaign, we helped SuperSport once again show its passionately proud commitment to not just Super Rugby, but to the very spirit of the game itself.
Creative Director, Director