Fight for Territory
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| basics | |
| Industry: | Culture, Recreation & Sport |
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| Media: | Ambient & Interactive |
| Market: | New Zealand |
| descriptioncnen |
| The Lions Rugby Tour was going to New Zealand – a once-every-12-years event. To maximise the publicity, All Blacks sponsor Steinlager found somewhere the fans and teams spent the most time: the airport. It bought every sign, in every terminal, and made them interactive. It then told its rivals Guinness – the Lion's sponsor – that it could have the signs for free. It just had to fight for them. |
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| awards | |
 | D&AD 2018 Wood Pencil Experiential Out-of-Home |
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| D&AD 2018 Wood Pencil Experiential Tech Led |
| D&AD 2018 Wood Pencil Media Use of Interaction |
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