The campaign features a contest in which fans get to shoot this year's four posters. Customers who purchase this year's All Blacks jersey go into a pool from which ten winners are picked to shoot the team during a game with high-end Canon cameras from the official press photographers' pit. Meanwhile, fans wearing AB jerseys to the game get the opportunity to shoot the action from the crowd. Photosynth is then used to combine the various images and showcase the game "posters" on the IShotthe2009AllBlacks.comwebsite, with printable versions also available for downloading.
Two games have already been shot—All Blacks vs. Italy on June 27th and All Blacks vs. Australia in Auckland on July 18th. The remaining two will be held on September 12th (AB vs. South Africa in Hamilton) and September 19th (AB vs. Australia in Wellington), the latter which promises to involve a bigger crowd of fan photographers.