Eden Park: Project Fortress

For over 100 years, Eden Park has stood as the fortress of New Zealand rugby.

It’s where visiting teams are humbled, legends are born, and the All Blacks’ greatest victories are etched into history. It bleeds black, from the ground up.

As they prepared to face their fiercest rival, South Africa, the challenge wasn’t just on the field. It was reminding New Zealand, and the world, that Eden Park isn’t just a stadium. It’s the spiritual home of rugby.

So highlight that The All Blacks hold an unbeaten 50-game streak at Eden Park, we gave it a voice, and made a statement.

We made the turf itself All Black.

The stadium is famous for it’s 24/7 Turf Cam - a livestream beloved by fans who ritualistically watch the groundskeepers prepare the pitch became our stage.

Overnight, viewers tuned in expecting fresh green grass and white lines. Instead, they saw grounds staff painting the entire field jet black.

Was it real? Was it a prank? Fans rushed to the Turf Cam to see for themselves, flooding social media with disbelief and pride.

“Classic! Harder to tackle the black shirts now.”
“That’s how you show loyalty.”
“Run faster on black grass.”
“Our fortress. Our turf. Our pride.”
“South Africa’s going to hate this.”
“Can’t wait to see this in the flesh on game day!”

The conversation went global, as rugby fans from every corner tuned into Eden Park’s live stream to see if the impossible was true.

By turning a humble livestream into a statement for national pride, we reminded everyone that Eden Park is more than stadium, it’s the home of rugby.