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Reading: Emotive Enlists The All Blacks For Latest Work For Jockey
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B&T > Campaigns > Emotive Enlists The All Blacks For Latest Work For Jockey
Campaigns

Emotive Enlists The All Blacks For Latest Work For Jockey

Alison Mitchell 1
Published on: 23rd August 2023 at 9:52 AM
Alison Mitchell 1
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4 Min Read
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Iconic underwear brand Jockey reimagines its All Blacks sponsorship with a new brand platform that speaks to the power of being ready.

Jockey’s new brand strategy and resulting “Always ready” campaign, was created by independent agency Emotive and is being rolled out across New Zealand as the All Blacks prepare for their upcoming matches. This is the agency’s first integrated campaign for Jockey since they were appointed.

The 2023 campaign follows All Blacks Jordie Barrett, Dalton Papali’i and George Bower as well as All Blacks Sevens players Tone Ng Shiu and Sam Dickson as they step into their role as Jockey brand ambassadors. This year Jockey nods to the continuation of a tradition of All Blacks in Jockey that goes back to 2004, a story that was also picked up by TVNZ for primetime news when they visited the campaign shoot.

The “Always ready” idea was born from a belief that’s shared by the brand and their discerning customers; that readiness stems from small but fundamental acts of preparation, like remembering to put on a pair of quality underpants.

In two films we meet Barrett, Papali’i and Bower in their underwear, psyching themselves up for their momentous Jockey shoot and discussing preparation tactics…date scones anyone? Some might be surprised to know that date scones are one of the All Blacks tried-and-tested snacks.

The story is continued in a series of striking portraits that tell stories about the small but significant things that they are doing to mentally prepare for competition.

Caroline Prior, marketing  manager for Jockey, said : ”As a proud and longstanding partner of the All Blacks, we wanted to demonstrate how Jockey has supported the boys’ preparation for some of life’s greatest challenges. Whether that be getting ready for a cheeky Jockey Photoshoot, or the biggest game of their lives, preparation looks different for everyone – but one thing’s for sure, a pair of Jockeys are always in the mix. We know our audience enjoys getting a real ‘behind the scenes’ insight into the players so we hope this campaign creates some buzz and talkability around fan’s readiness rituals heading into their upcoming matches.”

Rupert Taylor, creative director at Emotive, added: “As a Kiwi who knows deep in my heart the ABs will bring the cup home this year, working with them was pretty special. Full credit for the team at Jockey for making it happen and for making excellent underwear.”  

Credits

Client: Jockey

Marketing Manager, Jockey: Caroline Prior

Divisional Manager, Jockey: Brianne Burbury

Creative Agency:  Emotive

CEO: Simon Joyce

Creative Director: Rupert Taylor

Senior Creative: Edward Macaulay

Strategy Director: Anna-Claire Clendon

Head of Design: Daniel Mortensen

Senior Designer: Chris Cooper

Head of Production: Hayley-Ritz Pelling

Senior Integrated Producer: Cate Hartmann

Business & Marketing Director: Molly Rugg/Pia McMorran

Aoife Lehane: Senior Account Manager

Production Credits:

Production Company: The Collective Force

Retouching: Capture Labs

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TAGGED: all blacks, Emotive, Jockey
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By Alison Mitchell 1
I am currently the Marketing & Activations Director for Emotive. Working in media for the past 12 years, my career commenced in sales at Fairfax Media working on Good Weekend Magazine, and later working across both Sydney and Melbourne Magazines. London called, where I gained invaluable international experience managing key accounts for The Sunday Times Travel Magazine. Upon returning to Australia, I joined MCM Media where I later became responsible for managing trade and consumer marketing across all brands and platforms in my role as Marketing Executive. My biggest achievement at MCM Media was the successful company rebrand from MCM Media to Authentic Entertainment in June 2014. Prior to joining Emotive, I developed and implemented a strategic Trade Marketing Plan for Brand New Media. I hold an undergraduate degree in Marketing from the University of Newcastle and a postgraduate in Media from the University of NSW. I am passionate about all things content marketing, audience, social media, brands, advertising, trade & consumer marketing, music, events and bringing brands and consumers closer together.

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