Canterbury of New Zealand celebrates 120 years of inspiring generations past and present, with an emotive campaign that showcases the brand’s impressive sporting and cultural heritage; from its homeland and across the global stage.
Directed by award-winning Kiwi visual artist, Tom Gould, the campaign’s hero film captures the legacy of Canterbury of New Zealand and celebrates some of the most iconic moments, where the three C’s have played a part. From Sir Peter Blake’s yachting dominance to the countless victories spanning an 80-year history with the All Blacks, the film takes you on its journey, showcasing the toughness, resilience and determination that has become synonymous with Canterbury of New Zealand.
The campaign film can be viewed on the Canterbury of New Zealand website.
Casting within the film is a memoir of the past and a celebration of the future, seen through the eyes of a grandfather and his grandkids. The film includes recently captured moments with Sir Michael Jones and Mark Tele’a, alongside archived footage of Jonah Lomu training with fans and Sir Peter Blake on Steinlager 2, skippering one of his many Whitbread Round the World Yacht Race victories.
“Brayley, Dhyreille and I are proud to be a part of 120 years of Canterbury of New Zealand and see Jonah’s legacy continue to live on. It’s been extremely special for us to celebrate the archive footage of Jonah as it strongly aligns with the work I continue to do in his honour and the aroha we carry as his family. Such a special tribute indeed to be shared amongst the many Kiwis here and internationally that hold such aroha and admiration for our dear Jonah.
At the time, Jonah was the youngest All Black ever and to this day remains to hold such accolade; a true testament to his love and commitment to rugby,” said Nadene Lomu.
Canterbury of New Zealand’s strong lineage with iconic sporting greats includes an 80-year partnership that started in 1918 with the New Zealand All Blacks and a 15-year partnership with the New Zealand Blackcaps. Additionally, the brand has worked alongside both Queensland and NSW Rugby League State of Origin teams, the New Zealand Warriors as their inaugural kit supplier, the current powerhouse that is the British and Irish Lions, and many more.
Luke Doddrell, Global Senior Vice President for Canterbury of New Zealand, says, “For 120 years Canterbury of New Zealand has been creating activewear as resilient as the people that wear it. We’ve been there for the moments that matter, both on and off the field.”
“It has been a privilege to partner with and pay homage to some of the most celebrated sporting icons in a campaign that honours past legends and empowers the next generation,” concluded Doddrell.
Tom Gould is an award-winning creative director with work published and exhibited in the MoMA, ICA and The British Film Institute amongst others. He has worked with Canterbury of New Zealand on past campaigns such as The World’s Toughest Activewear which won gold and silver medals at the 2023 AXIS awards for Cinematography and Original Soundtrack.
