The only instance of giving a theme to a campaign at an international level is McClennan with the Kiwis when they used the term (Samurai maybe) that meant constantly improving. I can see that working for a small campaign like the Kiwis in a Tri Nations. Improve and peak during the finals. There may have been others but that is the main instance that comes to mind.Razor had success with every team he was Head Coach of prior to the ABs and lots of that has been credited to, in part, to how he themed their campaigns. Once he got to the Crusaders he began to be more tight lipped about these but when he won Div 2 in Christchurch club rugby it was around building to the Crest of the Wave. I also heard him speak after one of his first NPC titles & my memory is a bit hazy but I think it had something to do with mustering wild horses in North America. Unsure how one would formulate one of these & get everyone to buy into it when your main goal is 4 years awayI'm sure there'll eventually be a book divulging it all & more
To me it is probably easier to them a campaign for a tournament or a tour compared to a few one-off tests. Like Matthew Ridge wrote about Lowe being a motivational coach and you get tired of the messaging or it repeats. At some point the themes would repeat or you'd struggle to come up with one.
It will be interesting to see what comes out of this or what NZ Rugby learns from it.
He had success in the areas you'd want from a potential coach, seeing as they want the coach to be local and available for selection.
The media articles will be interesting. How many reporters are now reporting on they knew there were issues, how long they have known, had seen issues etc. But their previous articles were how things were shaky but improving, this area of their game looks exciting etc.