Fans were the campaign DNA for adidas Munster Rugby.
For the people of Munster, in Ireland, there’s no alternative when it comes to rugby. You support the local team. From one generation to the next, it’s in their blood. This passion, bordering on obsession, was the driving force of our campaign to launch the team’s 2014/15 kit.
As well as retail activity, we created a launch video featuring current players being made from swirling, animated names of past players, key youth clubs and important Munster venues. It all represented the inborn DNA that makes the club what it is.
The video then invited fans – or the faithful, as they’re known – to become part of the campaign’s next phase. By tweeting their name with #AllMunster fans would have their name included in the Europe-wide launch.