ADIDAS | BONDED BY BLOOD | 2007
The Day Players' Blood Became Ink / adidas "BONDED BY BLOOD"
Mixing players' own blood into poster ink. I don't know another case where madness and love blend together this beautifully. Grand Prix in the Promo category at Cannes 2007.
The problem
Every year, adidas made a poster celebrating the new All Blacks season. For New Zealand's 4 million fans, it was an annual treasure. For 2006, a goal was set to grow apparel sales 15% around this poster. An ordinary poster wasn't going to cut it.
The insight
Rugby is called a "sport of blood." Players fight covered in mud, sweat, and blood. So why not use actual blood? It was an idea that connected fans and the team at the level of DNA.
The idea
TBWA\Auckland collected blood from all 40 All Blacks players, sterilized it, and mixed it into the ink used to print the poster. It was a world first. Named "BONDED BY BLOOD," the poster was made available only to those who bought a jersey, limited to 8,000 copies. Each one came with a certificate bearing an authentication number. This wasn't a poster anymore—it was a sacred relic.
What happened
All 8,000 copies sold out immediately. It was covered worldwide, including by the Wall Street Journal, and sparked heated debate on blogs. Apparel sales rose 24%. The poster for the film SAW 3 was officially credited as being inspired by it. It won the Grand Prix in the Promo category at Cannes 2007.
Afterthought
One Indian creative director said, "I got goosebumps. I don't even watch rugby, but I became a fan for life." I feel exactly the same way. That resolve—to connect people through blood itself—became a Grand Prix that remains in advertising history.
Awards
- Cannes Lions Grand Prix 2007
