THE BRIEF

After 25 years apart, DB Export and the New Zealand Warriors were reuniting. The challenge was to create an earned-first campaign that celebrated the return of one of New Zealand sport's most iconic partnerships and put fans at the centre of the story.

THE IDEA-THE KEG COMES HOME

Rather than announce the partnership, we put it in the hands of the people who had kept both brands alive for decades.

One travelling keg began a journey across New Zealand, passed from fan to fan, town to town, and community to community. With every handover, new stories, rivalries, celebrations and local legends were added to its journey, turning a sponsorship announcement into a nationwide relay of Kiwi pride.

Part reunion. Part road trip. Part social experiment.

The result was a living campaign that belonged as much to New Zealand as it did to DB Export and the Warriors.

APPROACH

The ambition was simple: transform a sponsorship announcement into something people could actively participate in.

By sending a single keg on a journey across the country, we created an evolving narrative that communities could shape themselves. Each stop generated new content, local media moments, fan participation and unexpected stories, building momentum as the keg made its way towards its final destination.

The campaign blended earned media, creator content, live experiences and community storytelling to celebrate the partnership in a way that felt unmistakably Kiwi.

ROLE: Creative Director

AGENCY: Special Group New Zealand