I love Rugby and whilst the All Black's might not be my favorite team, I thoroughly enjoyed checking out this video and the fantastic experience they delivered for a school in rural New Zealand. Richie McCaw is a great role model for young rugby players - check out the clip.
Sometimes the simplest activation ideas are the ones that generate the most cut-through and engagement... this activation really does bring the brand to life in a new and unique way. Well done KLM!