The February start of the 2018 Investec Super Rugby season is promoted by a new campaign from New Zealand Rugby, called ‘Don’t Miss A Thing’, which focuses on the property promise of proving super-fast entertainment like no other tournament.
This simple proposition is brought to life through an integrated new #DontMissAThing campaign in New Zealand, developed in harness with full service agency Sugar & Partners, led by a hero film.
Helmed by Jason Bock, of Flying Fish, the spot sees a high-speed Phantom camera hurtle down a track at 85km per hour and filming it at 1000 frames per second to slow down the whole spectacle and bring to life the ‘Don’t miss a thing’ big idea.
This central 60-second spot, called ‘A Good Game Is A Fast Game’, was released on 11 February 2018 and is set to Kings track ‘Play the game’.
The spearhead spot is being used on tournament broadcaster Sky TV’s own channel and across a variety of digital channels through the season.
The countdown is on! Hands up if you are excited for the return of #SuperRugby!
: https://t.co/P4Mw6xRS51#DontMissAThing pic.twitter.com/OGDZsk6Kqt
— Super Rugby (@SuperRugbyNZ) February 11, 2018
It was initially teased by a short, 15-second digital and social trailer called ‘What’s Happening Here’,
and was subsequently supported by a short behind-the-scenes online video,
a music video content piece,
and other video from the official Super Rugby launch event too.
“There was a fair amount of technological development required to make this shot possible. We experimented with the length of the set, the speed the camera travelled at and the frame rate to find the sweet spot to bring this slow-mo replay concept to life,” explains director Bock.
“Then all we needed was for everyone to nail their performance in each two second take.”
The campaign was commissioned by NZ Rugby marketing manager Craig Harvey and senior marketing advisor Rebecca McIntrye, while the Sugar & Partners team included Belinda Dick, Liz Garneau, Jeremy Johnston, Mike O’Sullivan, Glenn Wood and Felix Steadman.
The production company was Fish & Clips, post was handled by Mandy VFX with media run through Sneakers Digital.
Comment:
We always admire a piece of content that was created using methods sharing synergies with the campaign message.
Especially when it includes a cut canine!
This campaign overall illustrates the old adage that if you are doing it, you should film it!
Links:
NZ Rugby
http://www.nzrugby.co.nz/
https://www.instagram.com/allblacks/
https://www.facebook.com/AllBlacks
Super Rugby NZ
https://twitter.com/SuperRugbyNZ
https://www.facebook.com/superrugbynz
https://www.youtube.com/user/nzrugby
Sugar&Partners
http://sugarandpartners.co.nz/
