Pead has gone the extra length to make sure our Warriors know they’re supported by their fans while they’re stuck in Australia. Teaming up with creative director, Dan Martin the agency has created a stunning show of what is means to be a true Warriors fan.
The agency brought together 100 Vodafone Warriors fans to preform a bespoke Haka in support for the boys, worked with Tāpeta Wehi, CEO of Tāmaki Makaurau kapa haka group The Haka Experience, to create a bespoke performance that charts the trials and tribulations of the Covid-19 pandemic.
The video is a powerful ode to our sport based patriotism, with the striking visuals brought together by Auckland based creative director, Dan Martin.
Martin has been involved with many notable projects that promote a local ethos, including AirNZ’s Te Mangopare and Skinny’s personalised digital campaign, making him a key figure in producing a purely New Zealand campaign such as the 100-Strong.
“This project had an air of magic to it,” says Martin. “We’ve all had a momentous shared experience, and the story of The Warriors still stuck in Australia resonates with most people.
“It was a privilege to work with Pead PR, Best Foods and hugely talented crew so we could feature the stars of the show – our performers, many of them school kids. They give us a lesson in passion and determination.”
Pead noted that the orginal strategy going into 2020 which involved many live activations at Mt Smart was no longer viable, as the global pandemic wreaked havoc on live sports and mass gatherings.
Kelly Grindle, Director of integrated strategy at Pead, noted the change in direction helped them to flex their creative muscles.
“Managing a sponsorship between one of New Zealand’s favourite FMCG products and one of our most prominent sporting teams has allowed the agency to really flex our creative muscle – spanning everything from activations to digital campaigns to retail integration.
“The impact of COVID-19 has certainly been challenging – but every challenge comes with an opportunity, and that’s what led to the creative for this latest content-led PR stunt. The reaction to this story has been phenomenal with significant coverage across both traditional and social media, and headlines generated across the ditch in Australia to boot.”
The haka was performed at an empty Mt Smart stadium, with Tapeta Wehi leading the group.
The haka performed by the 100 participants reads as follows:
Maranga mai e te iwi e
Tukitukia, werowerohia te mate urutā
Rere ana te mataku, rere ana te wehiwehi
Ka mate ka mate, ka ora ka ora
Tu mai nga tama toa,
Kia kaha, kia toa, kia manawanui e
Ahakoa he tawhiti te whanau,
Kore kore rawa e tu mokemoke
He matenga poto, he oranga roa
Tu mai nga tama toa, Kia kaha, kia toa
Kia kotahi tatou
Ka mate, ka mate ka ora, ka ora
Aotearoa it’s time to rise up!
We are being tested by this pandemic
The unknown causing apprehension and fear
Will we perish? No, we will live
Rise up the Warriors
Be strong, be determined and be brave
Although you are far from your families
You have never been alone
A short sacrifice for long term benefit
Rise up Warriors, be strong, be brave
We are in this together
Will we perish? No, we will live, we will live.
Client: Unilever International, Best Foods
Agency & Production: Pead
Director: Dan Martin
Pead Creative: Duncan Killick
Pead: Kelly Grindle, Fiona Hanlon, Lauren Atkins
Best Foods: Matt Rigby, Monica Reyes, Shirri Lim
Talent / Maori Consultation: Tapeta Wehi, The Haka Experience
DOP: Clayton Carpinter
1st AC: Graham MacFarlane
2nd Cam: Olly Harris
Gaffer: Paul Eversden
Drone: Echo Valley – Joe McAlpine & Simon Murtagh
Sound Recordist: Wendy Adams
Special Effects: FilmFX – Victor Beksinski
Editor: Rachel Goldsworthy
Colourist & Online: David McLaren
Music Composition: Arli Liberman
Sound Design: Mike Bloemendal
Creative Talent Agency: Dusty Road, Bruce Everett
Photographer: Babiche Martens