WORK

The Crusaders and More FM Canterbury have been in it together since the team's very first season in 1996. So, when that milestone arrived, the challenge was clear: create something high-impact that honoured the partnership's longevity while giving equal weight to both brands.

It wasn’t about a commemoration but about a celebration of loyalty, one that would resonate with Canterbury fans and make the connection between the two brands feel as natural as it is enduring.

We developed 'One of the Team', placing More FM breakfast hosts alongside Crusaders players in the iconic formations of the game: scrums, lineouts, huddles. The concept started with a strong hero image, then extended into format-specific compositions. Vertical placements used a lineout structure.

The tagline 'Teammates since 1996' gave the campaign its backbone. Specific and rooted in rugby, it signals partnership in a way that feels genuine rather than contractual and remains relevant long after the anniversary year. The result gives Canterbury fans a campaign that reflects something they already know to be true.