HUMAN AFTER ALL: THE ALTERNATIVE TEAM PHOTO

Despite progress, health-related stigma still exists, making it difficult for people worldwide to speak openly about their personal health and wellbeing journeys. In partnership with New Zealand Rugby, Bupa set out to challenge outdated notions of what strength really looks like – shining a light on the unseen mental and physical battles faced even by some of the toughest people on the planet: The All Blacks and Black Ferns. The goal? To spark a global conversation on health through the lens of rugby’s most iconic figures.

We brought together a powerful squad of All Blacks and Black Ferns – legends and rising stars alike – including Ruby Tui, Aaron Cruden, Maia Roos, Codie Taylor, Tamaiti Williams, Sir John Kirwan and Piri Weepu.

Working with Loupe Agency in Auckland and global agency partner Redwood at AMV, we captured stripped-back individual portraits and intimate interviews revealing personal stories of resilience, recovery and vulnerability – from testicular cancer and stroke to depression, motherhood and burnout.

The Alternative Team Photo hero image challenged the traditional team shot, reframing strength by visualising the athletes often hidden personal health stories. A celebration of physical, mental, emotional and spiritual wellbeing. 

We created a global earned media moment, launching a compelling media package that included striking campaign imagery, behind-the-scenes footage and athlete interviews. This positioned Bupa as a bold advocate for normalising health conversations in sport.

Coverage landed across top-tier international outlets including CNN World Sport, Reuters, The Guardian and The Mirror – with further features set to roll out ahead of the Women’s Rugby World Cup. 

Human After All delivered authentic, global impact: