WORK

In advance of their landmark 2026 season, which celebrates 30 years of the team and their move into the newly opened Te Kaha stadium, we partnered with the Crusaders to create a campaign that deepens their connection with supporters in order to attract record attendance at games this season.

The challenge was needing to ignite a passive audience segment while retaining the bond with actively engaged fans.

Our strategic solution is the ‘One of Us’ platform. This idea takes the Crusaders’ successful 'For Each Other' internal ethos and transforms it into an open invitation for fans and first-timers alike. This was based on the insight that people are looking for sense of belonging as the feel starved for potent, shared community experiences.

The campaign was brought to life by putting real Crusaders supporters front and centre in a video shoot that captured fans sharing their stories – their faces, voices, and journeys will feature in the 2026 season brand film and across fan-focused content.