TASTE MATCH. AIR NEW ZEALAND.
To promote the non-stop flight from Buenos Aires to Auckland, 13 hours in the air, I created The First Taste Match Ever, a live brand activation that changed the playing field: for once, Argentina had a real chance to beat the All Blacks, probably the most successful team in the history of international sport.
The name plays on “Test Match,” rugby’s term for an international game. But instead of competing on the field, the two countries competed on taste. Every time someone chose a Choripán, the classic Argentine sandwich, or a lamb sandwich, a New Zealand staple, their country scored.
And this was just the first round: five snackable videos kept the match going across Air New Zealand’s social channels for a month.
To join the Taste Match, fans first had to score a try on the landing page, scrolling fast enough to reach the try line before time ran out.
Once they scored, they could choose which country to support.