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adidas International: Of this Earth

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To tie in with this year’s Rugby World Cup, adidas and 180 Amsterdam take the All Blacks back to their grass roots in a heroic TV campaign called ‘Of This Earth’. The central idea of the campaign was to create a symbolic patchwork field using a piece of turf from the hometown of each and every All Black – past and present.
“Speaking as one of the nine Kiwis in this agency, it’s very emotional for us to create a piece of work for our home country” says Andy Fackrell, Executive Creative Director, 180 Amsterdam “There’s a certain sense of pride with how many All Blacks come out of your hometown: in my case Wainuiomata. It was very special to include Jonah Lomu in the film, and Sir Brian Lochore who tells the story.”
Credits Other credits

Planning Director: Andy Edwards

Producer: Bruce Williamson

DoP: Adam Kimmel

Editor: Filip Malasek

Post Production Company: MPC, London

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