Fresh From The Field: Rugby's Greatest Rivalry Trophy – By Strategy Creative

Fresh from the field

Fresh From The Field: Rugby’s Greatest Rivalry Trophy – By Strategy Creative

1 month ago by Iris Kalff

A rivalry so strong, it needed magnets. Strategy Creative gives 100+ years of competition a trophy to match.

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The brief

Two nations. One trophy.
New Zealand Rugby and the South African Rugby Union came together with Strategy Creative to create a trophy for Rugby’s Greatest Rivalry — one that could capture more than 100 years of competition between two of rugby’s greatest opponents, while representing both nations equally.

Rather than simply creating an object to signify victory, the ambition was to create something that expressed the relationship itself: two distinct teams and cultures that continually challenge each other, and are stronger because of it.
The result is a trophy formed from two individual halves, designed to stand independently but magnetically connect to become one.

The winners of the four-test Tour receive both halves following the final test in Baltimore, USA, on 12 September 2026. Should the series be drawn, each nation retains its respective half — making the two-part design integral not only to the story of the trophy, but to how it functions.

The design response

The idea of two halves emerged early in the collaborative design process between New Zealand Rugby, the South African Rugby Union and Strategy Creative: two opposing forces, each with its own identity, drawn together through rivalry.
The trophy takes the form of two blades of grass — something universal to every rugby player’s experience. One represents Aotearoa New Zealand and the other South Africa. Each is precision-machined from solid aluminium and designed to stand alone, but powerful internal magnets draw the two together to form a single trophy.

Each blade carries artwork created specifically for the project. Aotearoa artist Kereama Taepa drew on the Māori creation story of Tāne and Whiro — two brothers pursuing the same goal through different paths — reflecting the tension, respect and connection at the heart of great rivalry.

South African artist Bonolo Chepape explored the idea that greatness is never achieved alone. Her layered patterns draw on community, culture and shared experience, acknowledging the many people who contribute to sporting excellence.
The connection to each country continues through the base, incorporating Pakohe from Aotearoa New Zealand and Verdite from South Africa.

Turning the concept into a physical object became one of the project’s biggest design challenges.
Initial manufacturing development took place in the UK, where lighter construction methods were explored to make the magnetic connection achievable. While these solved some of the weight challenges, they couldn’t deliver the finish the collaborative team wanted.

Manufacturing then moved to Australia, where solid aluminium could achieve the form and finish we were after — but at significantly greater weight. Each blade weighs approximately 7kg, making a secure magnetic connection considerably more challenging.

Working closely with the Australian manufacturing team, the connection was continually engineered and refined until we found a solution that allowed the substantial pieces to locate and hold securely while keeping the mechanism virtually invisible.
The base presented another challenge. At approximately 9.5kg, we explored multiple configurations, stone sizes and constructions to balance weight, stability and visual presence. Its design continued to evolve until just weeks before the tournament.

Almost a year in the making, the final trophy is the result of collaboration across New Zealand, South Africa, Australia and the UK — bringing together strategy, design, art, engineering and manufacturing to turn a simple idea into something that had never been made before.

The design team

Agency: Strategy Creative
Creative Director: Oliver Ward
Client Director / Producer: Sophie Palmer
Artists: Bonolo Chepape, Kereama Taepa
Trophy, Medal & Pin Production: Design Awards
Packaging Production: Dragon Source
Videographer: RJ Hilaga (NZ), Beagle & Hound (AU) and Rocker Media (SA)
Photographer: Oliver Ward (NZ) and Beagle & Hound (AU)

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