the brands partnership with New Zealand’s Super Rugby tournament.
A piece of packaging that enabled fans to become cheerleaders of their favourite
Super Rugby franchise. The fan bucket is an interactive piece of packaging.
Fans would bring buckets to events or receive them at the gate. Advertising
regulations in stadiums are very strict. Rules state that no one can advertise
over 1.2m high, the exception (we discovered) is something wearable.
An innovative die and process was devised by Detpak the manufacturer,
which involved a two stage process of pre-printing the sheets of board prior
to forming the buckets to get the desired finish.
maximum brand recognition for KFC, and the rugby franchise.
The ‘bucket hats’ were custom branded for each team, using their unique
colour palette and logos.
collectable to the fans.
Danny Carlsen Senior Designer
Jamie Wright Stadium Photography
Luke Harvey Studio Photography
Dan Spataru Senior Retoucher