2degrees burst onto the New Zealand telco scene in 2009 with a brand mission to fight for fairness within the industry, and in culture. In 2022 they became major sponsors of the first women’s Super Rugby Aupiki tournament.
With the spotlight finally on women’s rugby we saw an opportunity to raise an issue that was ending the careers of one in three young female players: That inequality in rugby starts when mixed teams are forced to separate at 12 years old.
The campaign introduced New Zealand to real 12 year old players who had no choice but to retire from rugby because of lack of funding, lack of interest from clubs or schools, and societal pressures boys don’t face.
Our approach was to treat the girls like living legends announcing their retirement in a series of heroic and powerful black and white portraits.
