After winning the NZ Rugby competitive creative pitch against Augusto late last year, Sugar&Partners has launched a new campaign, #SUPERBANGBANG. Aiding and abetting S&P was International Choreographer of the Year Parris Goebel (fresh from an ANZ campaign for Whybin).
“We wanted to present Investec Super Rugby in a way that will appeal to those seeking out entertainment – along with rugby fanatics, the fun extends beyond the launch ad into social media and in-stadium activation which will give fans their chance to play their part,” says ECD Dave Nash.
“Over a few days in early January, we rehearsed and shot all the content with Parris – working alongside director and music video vet James Solomon of Flying Fish.
“There are 2 x 15 teasers running online and on Sky now – and the hero 60 which is running on social and will run on Sky throughout the season.
“There are eight other versions of the main spot that will drop throughout the season, including individual franchise versions and a full dance edit.”
Nash’s creative partner Damon O’Leary said: “It’s pretty different from the typical macho approach in terms of music and I think original in how it recognises and brings to life a link between the excitement of hip hop dance movement and the energy and rhythm of rugby action.”
The campaign marries the international entertainment factor of the Bang Bang track by Nicki Minaj, Jessie J & Ariana Grande and wraps it up in a New Zealand context with Parris and ReQuest, mirroring what’s happening in the Super Rugby competition.
NZ Rugby marketing manager Craig Harvey says the campaign was hotly debated and researched before they made the call to go with Parris and Bang Bang.
“This is certainly a radical new approach and style for Investec Super Rugby – but one that we think wraps up the game in a way that successfully demonstrates the high energy and entertainment that Super Rugby delivers in spades,” he said.
Parris Goebel, fresh from choreographing and directing Purpose: The Movement for Justin Bieber and working with Jennifer Lopez in the USA, developed a partnership with Flying Fish director James Solomon to choreograph the dance movements and create a signature #SUPERBANGBANG ‘dabbin’ move that fans can easily perform during the matches, and players after triesys.
Goebel also helped spread #SUPERBANGBANG to her own social following of over 300,000 fans with posts during rehearsals and shoot day – as did the big name All Blacks who appear throughout the campaign.
Malakai Fekitoa broadcast the shoot day on Snapchat while Julian Savea, Jerome Kaino, Charlie Faumuina and Israel Dagg took to Instagram.
Player content:
www.instagram.com/jeromekaino
www.instagram.com/izzy_dagg
www.instagram.com/charliefaumuina
www.instagram.com/royalfamilydotcom
“#SUPERBANGBANG was out there within five minutes of shooting,” Nash said.
“Our social media team briefed the players and Parris’ crew to share what was going on, giving fans an inside look at something we usually lock down, it was amazing seeing it take off and we hadn’t even finish shooting.
“We also had a content team shooting on the day; we plan to release lots of new edits throughout the season and the the dance element will continue to be a big part of the season with ReQuest performing on opening night at Eden Park.”
#SUPERBANGBANG 60: That’s it at the top of this page
Parris cameo
Sky teaser
Parris tweet: https://twitter.com/ParrisGoebel
Whybin’s ANZ campaign: www.mad-daily.com/whybin-parris-goebel-launch-anz-student-banking-campaign
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