Pead promotes powerful bespoke haka in support of The Warriors

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.

Tapeta Wehi leads the Best Foods 100-strong haka, to support the NZ Warriors.

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

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