Nura are a brand with big ambitions. They want to redefine how people experience music through their headphones, which have the ability to learn and adapt to the user's unique hearing.
Our challenge was to take Nura from niche brand to global recognition through their partnership with the All Blacks.
This campaign flipped the typical tropes of sports sponsorship content on their head. Instead of maximising screen time of players and product together, we took the All Blacks out of the picture. That’s because the ability of the product to take the players into another world, escaping the external noise, was better demonstrated when we saw less of them.