Fan welfare during test cricket matches can be pretty inhumane. Most international cricket stadiums have them cooped up in the stands for 8 hours a day in the blistering heat. But NZ cricket stadiums have grassy banks where spectators can roam free.
To champion their shift to 100% Free Range, Tegel cheekily rebranded these grass banks as The Free Range Area.
From tickets, to boundary signage and broadcast moments, every touchpoint drove home the message that we know how to take care of fans and livestock.