WORK

Matatū is the South Island's Super Rugby Aupiki team. With a growing profile and a clear ambition to build a passionate fan base, they needed a campaign that could increase awareness before the short competition season. The campaign needed to establish who Matatū is, celebrate the people on the team and behind it, and provide a cohesive creative system the team could build on over multiple seasons.

We’ve developed a creative platform with longevity. The idea that ‘behind every strong woman is more’ celebrates the collective strength of the players and teammates, their whānau, fans and supporters. For 2026, we’re featuring hints of this in the visuals, with the primary objective for this year being instant recognition of the team, which we’ve achieved by sticking with the kit for the colour palette and simple, direct messaging.

The campaign established a unified creative foundation that Matatū can build on over the next three seasons, creating stronger recognition and deeper community connections.