︎
Michelle Wall                                                                                                                                                                                      
  Work    About    Contact

WHO NEEDS LUCK?

Air New Zealand

We were tasked with encouraging Kiwi expats to sign up to NZiD, the online platform for Kiwi expats living in Australia. So we used something all Kiwis love - The All Blacks.

In 2017, the All Blacks had secured a Bledisloe Cup victory, after their second win out of three matches. So come game three, they really didn't need any luck.

We gave the luck that the All Blacks didn’t need, to people that needed it more. We gave people the chance to win the lucky objects and rituals that the All Blacks didn't need for game three. Sonny Bills’ lucky undies. Beuden Barrett’s Mum’s home-cooked dinner.
Liam Sopoaga’s beard or maybe a walk with Julian Savea’s French Bulldog, Rocky.


ROLE
Art direction and concept
Concept and copy: Sean Corcoran
CD: Jon Austin