Canterbury of New Zealand // Global Boots Campaign

The Mission

We’re all about our footwear, so the launch campaign of the redeveloped and remastered Canterbury rugby boots was an awesome one for us to work on.

We wanted to produce a confident, layered campaign that communicated the technical qualities of the boots, as well as the craft and construction involved in creating boots for all styles of play.

CAMPAIGN KICK-OFF

DEFINE YOUR STYLE // CRAFTED FOR UNIQUE PLAY

The new Canterbury boots offer unlimited choice to players – it’s about individual style of play rather than being defined by a specific position on the pitch.

We brought our campaign message to life with layered campaign visuals that communicated all key elements to the boots and different styles of play.

CAMPAIGN EXPANSION

We fused 360 photography and video to hero the boots and call-out the new technology and performance benefits across digital, retail and social channels.

DEFINE YOUR STYLE // CRAFTED FOR UNIQUE PLAY

RETAIL RESULT

With a key focus on retail accounts, we wanted to connect with a younger audience and encourage them to re-evaluate Canterbury boots. By creating bespoke content for influencer retailers we amplified the move-on with the boots, showing how they’re geared up to work on the field.

We also launched the campaign at store level, designing and producing a kick-ass installation that rolled out in Sports Direct stores nationwide.

pencil to pitch

We reflected our campaign line CRAFTED FOR UNIQUE PLAY with imagery that showed the considered design approach and craftsmanship involved in remodelling the boots.

We also captured player imagery to demonstrate different styles of play on the pitch.

Product Imagery

We love getting to grips with beautiful footwear imagery, so wanted to capture the varying silhouettes and features of the boots to be used across all touch points of the campaign communication.

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