adidas - Bonded by Blood. "Each year adidas prints a commemorative poster to celebrate the announcement of the new All Blacks squad. adidas wanted an idea that would reflect the powerful bond between the All Blacks and their fans. Target audience: The fans. Which basically means, 4 million New Zealanders. The solution was a world first. We created a limited-edition poster that not only featured the players but also included their actual DNA. Each player in the 40-strong squad donated blood which was thoroughly sterilized and then embedded into the paper during the printing process. The poster, suitably named "Bonded by Blood," was displayed at point of sale, and available only to those fans who bought an All Blacks jersey. Each poster came with a numbered certificate of authentication, and all 8000 posters quickly sold out. In fact, many are now traded on auction sites around the world for around US$400 and rising. The 'Making of' was shown in-store, and also at bondedbyblood.co.nz, all blacks.com and youtube. And blogs went ballistic over. It was featured on TV news programs, the Wall Street Journal, and other newspapers around the world. It triggered a spoof 'bondedbybeer.co.nz' and is officially accredited with inspiring Hollywood to do the same thing with the poster for the release of SAW 3 containing the blood of its lead actor. If rugby is a blood sport, the posters proved its ultimate celebration. Budget: For print, all point of sale, Web and PR: $425 000 The result: inestimable."