Once the All Blacks were the only team Kiwis cared about. But as the world has got smaller other sports have gained a foothold. With the Rugby World Cup approaching, sponsor Steinlager wanted to encourage fans to come back to their national team. So it created The Black Laundry – a pop up laundromat that challenged fans to reaffirm their loyalty by bringing in any other sports jersey and sacrificing it to be dyed all black. Garments were dyed, dried and embroidered in 45 minutes, in time for the game, while fans enjoyed a beer. Every session booked out in minutes and Steinlager got $1m worth of PR.