We are extremely proud to have edited the new global campaign ‘Effort is Effort,’ for AIG, key partner of New Zealand Rugby.
Effort Is Effort champions equality, diversity and teamwork on and off the field with All Blacks and Black Ferns featured in a series of videos to promote the AIG diversity message.
Directed by Dominic O’Riordan and cut by Alex Holden, the film begins with The All Blacks entering a sparse gym, suggesting you’re watching the men’s rugby team training. As the film progresses, we subtly expose more of the Black Ferns in action, gradually building into a frenzied pace until we reveal both national sides working in the gym on deadlifts, pull-ups, the rowing machine and battle ropes.
Created by Octagon and produced by Milkmoney, it carries a powerful story of teamwork, preparation, confidence, dedication and the individual efforts that create a winning team – capturing the huge amount of effort both the Black Ferns and the All Blacks put into their performances on and off the rugby field.
The #EffortIsEffort launch coincides with the build up to the AIG sponsored Rugby World Cup Sevens 2018 tournament, which kicks off in San Francisco on 20th July; and to the first Black Ferns and All Blacks double header Tests against Australia in Sydney and Auckland.
You can read more about the campaign here.
