Overview of this campaign
A team of journalists at the Waikato Times in Hamilton, New Zealand, set out to tell a different kind of sports story with feature videos at the heart of the project.
A feature length video was to be the centrepiece of a series about a high school girls rugby team.
We wanted to take a cinematic approach to filming and storytelling, aiming to produce something never before seen in New Zealand.
Additional high quality videos were intended to be published in the lead up to the climax of the team’s season - the national final.
All of the content was designed to be optimised for a social audience.
The series was planned to highlight women’s sport with an inspiring story told with creativity and maximum possible reach.
Results for this campaign
All In wasn’t so much about the rugby, but about the way sport is transforming the girls’ lives.
We followed the Hamilton Girls’ High School rugby team for five months, building relationships in order to shoot a “fly on the wall” 12-minute feature video on the team.
We filmed the girls at trainings, games, home and school, culminating in the national championship final. The completed video was published on New Zealand’s largest news website Stuff.co.nz on the night of the final.
In aiming for a cinematic approach, the feature video included a two-minute one-shot and regular use of steadicam technology. It makes for a feature that wouldn’t be out of place on a big screen.
The feature video remains online here: http://www.stuff.co.nz/waikato-times/sport/71687018/hamilton-girls-high-school--all-in-growing-good-people-through-rugby
The directive for online videos is to keep them to about 90 seconds. But we believed that if you create a quality, engaging video, people will watch the whole way through no matter the length.
Leading up to the national final, we published three profiles on HGHS players as well as previews.
The profiles remain online here:
We also created teaser videos, which were published on Facebook in the days before the final.
Two of these posts can be viewed here:
During the final, we Snapchatted from the sidelines, keeping Stuff.co.nz followers up to date with the latest from the final. We then posted the entire 12-minute feature on Facebook. It was shared around the world. It remains online here: https://www.facebook.com/Stuff.co.nz/videos/10153569113139268/
The rugby intake for 2016 at HGHS is now overflowing and many other girls around the country now want to be involved.
All of the content remains online here: http://www.stuff.co.nz/waikato-times/sport/hghs-all-in