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Steinlager: The Steinlager Alt Blacks
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The black jersey. It's every Kiwi's dream. A dream that most of us will never live. So, Steinlager gave regular Kiwis the chance to play in a black jersey for the first time ever by creating a new team: The Alt Blacks. With the developers of the popular video game, Rugby Challenge, Steinlager went into the gaming world. In this world, we could turn anyone into the rugby hero of their dreams, so they could play in a test match versus world champions, South Africa, in front of millions of fans - something that could never happen in the real world.
Agency: DDB Aotearoa, New Zealand
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