Telecom "BackingBlack"
Telecom wanted to sponsor the All Blacks in a fresh new way, so we created BackingBlack a facebook-driven fan club. We worked with Spur, Rick Salizzo and other talented folk to spread the BackingBlack with a massively integrated digital, activation, above the line, facebook, t-shirts, stickers, pretty much everything kind of campaign. Without sounding like a dick, my art director and I left for TBWA long before the infamous "Pink Fist" abstain for the game campaign.