In collaboration with Spur, we created Colour Yourself Loyal for Steinlager during Rugby World Cup 2019 — a bold pop-up campaign that united fans to wear black, raise a glass, and show their support for the All Blacks.

Located at key partner bars, the experience featured a dramatic Legacy Tunnel, Raise a Glass selfie comp, surprise visits from former All Blacks, and a powerful pre-game ritual moment.

Interactive elements, including Uber partnerships and fan competitions, drove footfall, boosted bar sales, and brought Steinlager’s long-standing rugby legacy to life in unforgettable ways.