ASB:Borrow the All Blacks

The All Blacks. One of the world's most successful sporting teams. A team only big brands could afford. So, why did ASB decide to give their rugby sponsorship all away? To help out the little guys. ​Instead of endorsing big businesses, The All Blacks, Maori All Blacks and Black Ferns made ads for electricians, arborists, butcheries, doggy day cares, honey makers and even a tissue company. We filmed 100 ads over five days—and then made 100 unique OOH, social and digital placements for each small business. It was crazy. And yes, we did film 100 ads.