Each year adidas prints a commemorative poster to celebrate the announcement of the new All Blacks squad. adidas wanted an idea that would reflect the powerful bond between the All Blacks and their fans.



Target audience: The fans. Which basically means, 4 million New Zealanders.



The solution was a world first: we created a limited-edition poster that not only featured the players but also included their actual DNA.



Each player in the 40-strong squad donated blood which was thoroughly sterilised and then embedded into the paper during the printing process.



The poster, suitably named ìBonded by Bloodî, was displayed at point of sale, and available only to those fans who bought an All Blacks jersey.



Each poster came with a numbered certificate of authentication, and all 8000 posters quickly sold out.