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Adidas: Bonded By Blood

A joint venture between Adidas and the New Zealand Rugby Union, the "Bonded by Blood" project lives up to its name, featuring a limited-edition poster that was inked in part with the blood of the 40 members of the New Zealand All Bl

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A joint venture between Adidas and the New Zealand Rugby Union, the "Bonded by Blood" project lives up to its name, featuring a limited-edition poster that was inked in part with the blood of the 40 members of the New Zealand All Blacks rugby team. As the aptly named Andy Blood of TBWA/Whybin notes of the effort, a budget of roughly $425,000 for print, point of sale, web and PR, aimed mainly at New Zealand rugby fans, has turned out to be worth its weight in international gold, generating publicity that replicated sort of like DNA. See the PDF for more background on the piece.
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