June 25 2018


UK, Creative Marketing, All Blacks, Campaign

Octagon is proud to have developed and launched a new global campaign for key New Zealand Rugby partner AIG called Effort Is Effort.

Effort Is Effort champions equality, diversity and teamwork on and off the field with All Blacks and Black Ferns featured in a series of videos to promote the AIG diversity message.

The campaign will be visible on AIG and NZR social media channels and the launch video can be viewed here:



The Effort Is Effort launch coincides with the build up to the AIG sponsored Rugby World Cup Sevens 2018 tournament which kicks off in San Francisco on 20 July; and to the historic first Black Ferns and All Blacks double header Tests against Australia in Sydney and Auckland.

AIG Global Head of Sponsorship Daniel Glantz said:

“Through Effort Is Effort and AIG’s commitment to the men’s and women’s rugby game, AIG communicates the importance of forward-looking teams.

“The campaign leverages the power of AIG’s partnerships to tell our stories of teamwork, leadership, and the importance of preparation and confidence in establishing AIG as a valued partner for individuals and companies around the world.”

It underpins AIG’s continued commitment to fostering a workplace where each of its 49,000 global employees and the diverse communities in which they serve feel their individual efforts are valued and respected.

NZR Chief Operating Officer Nicki Nicol said AIG’s campaign represents the shared values of the two organisations.

“NZR aspires to be a diverse and inclusive organisation that places great value on fostering an environment, where everyone feels their efforts are valued and respected, regardless of their background.”

Josh Green, Creative Director, Octagon, added:

“Effort Is Effort was born from AIG’s honest belief that the power of differences is what creates a winning team. AIG’s been a sponsor of New Zealand Rugby and Black Ferns since 2012. But they’ve never really been a sponsor. They’ve always been a true supporter. That’s why the goal of Effort is Effort isn’t just to inspire conversation, but to inspire real change.”

AIG has been a proud partner to the All Blacks, Maori All Blacks, All Blacks Sevens, Black Ferns, Black Ferns Sevens and the New Zealand Under 20 since 2012.