Running until the start of November, and open ahead of every All Blacks match, Steinlager is inspiring Kiwis to show their true colours by making a clothing sacrifice to get behind … read morethe All Blacks. Fans over 18 can bring any garment to the Steinlager Black Laundry at 450 Karangahape Road to be dyed and dried. To book in a pre-game sacrifice, fans must go onto blacklaundry.co.nz to secure a spot.
To ensure Kiwis from across the country are given an opportunity to take part, an online competition will run on social media for fans outside of Auckland to get involved in.
Agency: DDB Group, New Zealand
The Steinlager Black Mail competition launches Monday, 30 September, with one winner picked each day over the duration of the campaign to have their garment sacrificed.
Already fans have been answering the challenge, with one keen supporter – Auckland’s Elle Crowhurst – dying her wedding dress black. Her sacrifice has made headlines in New Zealand and further afield.
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