This laundromat is inviting New Zealand rugby fans to turn their clothes 'All Black'

DDB's Rugby World Cup campaign for NZ brew Steinlager lets die-hard fans book a slot

Published On
Sep 25, 2019

Editor's Pick

New Zealand beer brand Steinlager is supporting the country's national team, the All Blacks, at the Rugby World Cup with a pop-up launderette that invites fans to turn their clothes black.

Die-hard rugby fans can book a slot online to visit the Black Laundry in Auckland, ahead of every All Black match, to have clothing dyed and dried. It's open to over-18s only (presumably to detract emo/goth teens from taking advantage).

Agency DDB created the Black Laundry, as part of a new campaign taglined "Color Yourself Loyal" supported by a TV spot, seen here.  

Since it opened last weekend, the Black Laundry users have included one woman who actually dyed her wedding dress black (making newspaper headlines in New Zealand). The effort is running through November.




Sep 25, 2019
Client :
Agency :
DDB-New Zealand
Commercial Director :
Craig Baldie
National Marketing Director :
Rachel Ellerm
Brand Director :
Dave Pearce
Senior Brand Manager :
Geoffrey Kidd
Brand Manager :
Kate Abercrombie
Regional Chief Creative Officer :
Damon Stapleton
Executive Creative Director :
Gary Steele
Executive Creative Director :
Shane Bradnick
Creative Director :
Rory McKechnie
Art Director :
Zac Lancaster
Art Director :
Gareth Rice
Copywriter :
Geordie Wilson
Copywriter :
Kiran Strickland
Business Partner :
Jennifer Travers
Senior Business Manager :
Michael Doolan
Business Coordinator :
Maddie Page
Chief Strategy Officer :
Rupert Price
Executive Planning Director :
Lucinda Sherborne
Executive Producer :
Judy Thompson
Senior TV Producer :
Samantha Royal
Production Company :
Goodoil Films
Executive Producer :
Mark Foster
Business Director :
George Mackenzie
Director :
Michelle Savill
Production Designer :
Chris Elliott
Director of Photography :
Andrew Stroud
Offline Editor :
Dan Kircher
Colorist :
Dave Gibson
Online :
Blockhead VFX
Composer :
Mahuia Bridgman-Cooper
Sound Mix :
Shane Taipari
Media :
Zenith Media
PR :
The PR Shop

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