BRAD JONES

Force Of Black

To support the adidas All Blacks at London's 2015 Rugby World Cup, we launched a global brand campaign celebrating everything the All Blacks stood for. 

From those who have worn the fern before them, the jerseys they wear, the spirit on the field and the passion of their supporters. In 2015, The all mighty All Black's unleashed the full power of their force, and invited supporters to join them, to embrace their ferocity, and together harness the emotional spirit of the Rugby World Cup.

Campaign Live

London Rugby World Cup Activation
The campaign continued on the ground in London with fans given the opportunity to take on the #ForceofBlack for themselves. Thousands of fans witnessed the event in Southbank and cheered on the those game enough to take on the #ForceofBlack challenge - running head first through a specially designed wind tunnel to experience what it's like to take on the All Blacks force. Fans who were able to run for 60 seconds in the wind-tunnel whilst carrying a rugby ball were awarded an All Blacks Jersey. Windows were custom built into the tunnel, so the crowds could watch those who battled through the wind. A DJ booth also played back video content of the challenge for spectators to enjoy.

Unleash Your Force 'Black Out' Boot Campaign
A boot campaign ran concurrently showcasing adidas’ blackest ever boot range. It doesn’t matter where in the world you are, or what position you play, this year adidas’ ‘black out’ boot range has a boot for every position and playing style. Each boot is specifically engineered and designed to support a different role on the field. Pull on a pair of adidas ‘Black Out’ boots and unleash your personal playing force.

Faces of the Force
To wrap up the campaign and thank All Blacks fans for their support driving the team to victory we launched this film a couple of days after their win.