In a marketing idea dreamt up by the TBWA Whybin advertising agency, a small component of sterilised All Black DNA was incorporated in the posters, each of which came with a numbered certificate of authentication.
The posters featured the 39-strong All Blacks squad in haka formation digitally-imposed on a native New Zealand background (an additional 45,000 copies of the posters were created through the normal print process).
Called the “Bonded By Blood” series, the DNA-impregnated posters were developed by Adidas to enhance the nation’s pride and connection with the All Blacks. Slogans such as “Rugby. It runs through your veins” and “Stand In black. It’s in our blood” were used in the campaign.
In a process caught on film, each of the All Blacks had a small amount of blood drawn at the conclusion of the photography session. This was then combined and sterilised through heat-treatment by Diagnostic Medlab, with the resulting product presented to McCollams to add to the poster ink.
McCollams general manager Wayne Romminger says his company was extensively involved from the outset, including discussions with Nova Inks and the New Zealand Blood Service.
“My understanding is it went down very well especially with the public,” he says.
“There were no major technical difficulties with running the coating. Most issues surrounded the image detail on uncoated and textured stock.
“We are used to printing posters with special effects like the 2006 Tana Umanga poster, that won gold at last year’s Pride In Print Awards. The TBWA Whybin agency continues to push the boundaries and we are used to innovating.”
With the Rugby World Cup just around the corner, Mr Romminger says he is waiting to see what challenge the client will next issue.
McCollams has entered the poster into the Pride In Print awards.
