adidas "Impact"

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The art of rugby was vividly illustrated by Amsterdam's 180, when, as CD Peter McHugh explains, "We got all the big, hulking, brutish stars of New Zealand All Blacks together, covered them with acrylic paint and had them hit canvas-wrapped tackle bags." These signed "self-portraits" became a traveling art exhibit, "Impact: The Art of Rugby." There was also a coffee table book, a calendar and postcards, as well as print/outdoor, "splat images," as McHugh calls them, which were combined with photography to create a 13-execution poster campaign, as well as bus wraps and the like.

Agency: 180, Amsterdam ECD: Peter McHugh AD: Stuart Brown CWs: Peter McHugh, Giles Montgomery, Brad Roseberry, Richard Bullock Editors: Lise Lavallee, Fiona Groothuis/180 Editorial

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