Everything's a Target


Project Scope

Production, Strategy, Creative


In 2012, Adidas completely revolutionised the Predator boot for out-halves with the introduction of the Incurza.

Designed to improve their kicking game, the task for us was to involve people in what makes it such an invaluable tool for players.

To illustrate the point, we flew to New Zealand to meet Dan Carter – the world’s number one fly half – and bring him back to his old school in Christchurch to see how good the Incurza really is.


The result was 130,000 views in less than a week with no media spend.


In a series of videos, Dan tested the boot to its limit, helped us make an exclusive review and even challenged a rising schoolboy rugby star – Fletcher Smith – to a kick off, all presented by the beautiful Meghan Mutrie.


The result was 130,000 views in less than a week with no media spend, helped along with features on all major global rugby blogs, giving us a global audience of millions (and one very happy client).


To further support the launch of the Adidas Predator Incurza boot we developed an instore campaign. 


The campaign proves that when you have something worth talking about, the only job you really have is getting it in front of the right people.

Share On