DROGA5 ANZ TO SHAPE NEW ZEALAND’S LA28 OLYMPIC BRAND

Droga5 ANZ, part of Accenture Song, has been appointed by the New Zealand Olympic Committee to develop Team New Zealand’s brand strategy and creative campaign for the Los Angeles 2028 Olympic Games. The campaign, launching in 2027, will capture national pride and showcase Aotearoa’s spirit on the global stage.

Droga5 ANZ has been selected by the New Zealand Olympic Committee to lead the development of Team New Zealand’s brand strategy and creative campaign platform for the Los Angeles 2028 Olympic Games. The appointment marks a significant milestone for the Committee as it prepares to position the New Zealand Team on one of the world’s most commercially ambitious and globally visible sporting stages.  

The agency, part of Accenture Song, will oversee the creation of a fresh campaign platform designed to capture the pride, spirit and identity of Aotearoa New Zealand. With the Games scheduled to take place from 14–30 July 2028, the campaign will play a central role in building momentum and national engagement in the lead-up to the event. The platform is expected to launch in July 2027, one year out from the Games, ensuring that the New Zealand Team’s presence resonates both domestically and internationally.  

Alex Cooper-Cuthbert, head of brand and marketing at the New Zealand Olympic Committee, emphasised the importance of the appointment. “The New Zealand Team has always represented something bigger than sport, carrying the stories, pride and spirit of Aotearoa New Zealand. In the build-up to Los Angeles 2028, we looked for a partner who could help us create an enduring platform that resonates deeply with New Zealanders and shows up powerfully on the world stage,” he said.  

Cooper-Cuthbert highlighted Droga5’s distinctive qualities as decisive factors in the selection process. “Droga5 stood out for its strategic rigour, creative ambition and proven ability to build platforms that connect with people in a meaningful way,” he added.  

The appointment underscores the Committee’s ambition to elevate the New Zealand Team’s brand presence at a time when global sporting events are increasingly defined by their ability to engage audiences beyond competition. For Droga5 ANZ, the project represents an opportunity to apply its creative expertise to a campaign that blends national identity with international visibility.  

The Los Angeles Games are expected to be one of the most commercially expansive Olympic events to date, with significant opportunities for storytelling and brand activation. Against this backdrop, the New Zealand Olympic Committee’s decision to invest in a robust creative platform reflects its commitment to ensuring the nation’s athletes are represented with authenticity and impact.  

Droga5 ANZ’s involvement also signals the growing role of creative agencies in shaping how national teams are perceived on the global stage. By combining strategic insight with creative execution, the agency will aim to deliver a campaign that not only inspires New Zealanders but also positions the team as a distinctive presence among the world’s sporting elite.  

As preparations for LA28 gather pace, the partnership between Droga5 ANZ and the New Zealand Olympic Committee is set to define how the country’s athletes are celebrated, both at home and abroad. The campaign promises to be more than a marketing exercise; it is intended as a cultural statement that reflects the pride, resilience and spirit of Aotearoa New Zealand.