Canterbury of New Zealand Global Brand Campaign


We worked with the awesome team at Canterbury of New Zealand on the delivery of the 2017 global training campaign, creating an unrivalled visual direction and overall kick-ass campaign.

Our goal was to develop an ambitious photographic approach, a style that was unexpected for a rugby brand and that would set Canterbury of New Zealand apart from its competitors across social, digital and retail.

We wanted to create an honest, real and relatable campaign direction that didn’t just show strength and skill, but the determination, drive and dedication involved in training.


We geared-up the campaign content, capturing assets with the brand’s ambassadors Dylan Hartley and Robbie Henshaw, showing their skill, speed and power during a real training session.

We also teamed up with rugby-fit Tayler and rugby-player Cookie to demonstrate the garments in motion and under exertion, showing exactly how the training range can enhance workouts.

Imagery also included casual shots of the players heading to and from training to dial up the authentic and relatable tone of the campaign.

As a global brand campaign, it was essential that we considered how this direction worked across global markets and how they could locally adapt the imagery. We created global campaign guidelines, ensuring a consistent, balanced approach across all propositions.

Campaign expansion

Supporting creative included product detail imagery and technical animations to contribute to the campaign story across social and digital for both the brand and key retail accounts.

POS was also designed to communicate the technical qualities and performance benefits of the training wear across global retail partners.


We also captured incidental imagery in-line with the campaign touch-points across training, recovery, coaching and nutrition to create content for the Canterbury digital training hub and social channels.


We wanted to show the ambassadors totally focused and preparing to train their way. We created fully-charged edits that captured Dylan and Robbie training hard, authenticating the campaign and staying true to the brand and its followers.

Ambassador interviews and training tutorial edits were also captured giving viewers access to train with Dylan and Robbie.


We created a tiered retail guide to bring the campaign to life at store level, communicating a product-driven message with the design of a collage-effect window that was reflective of a training montage, motivational and dynamic.

We managed the full retail roll out covering design, print production and installation.

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