Saatchi & Saatchi has channelled our crazy Kiwi can-do attitude in a new campaign for Toyota that tells an epic story of design and innovation in NZ’s America’s Cup aspirations.
Emirates Team New Zealand has always found a way to innovate no matter how crazy the idea may have seemed to rival teams, the yachting fraternity or the public. Saatchi & Saatchi’s campaign, ‘In Crazy We Believe’, celebrates this from the first ‘plastic fantastic’ boats of 1987 sailing against Dennis Connor to the ‘cyclor’ powered AC50 catamaran of 2017.
The eight pieces of content, created in partnership with Assembly, takes you on a journey of innovation, invention and the challenges the team have overcome along the way – with the help of Toyota.
“New Zealanders are often referred to around the world as ‘those crazy Kiwis.’ It’s a sentiment that definitely applies to our America’s Cup teams throughout the years, with a proud history of innovation, daring experimentation, colossal highs and devastating lows. It’s all part of how we play, hence the platform idea ‘In Crazy We Believe’,” explains Corey Chalmers, Saatchi & Saatchi ECD.
Emirates Team New Zealand CEO, Grant Dalton, expertly narrates the expedition the team has gone on with Toyota. “[His] voice was the obvious choice to narrate each story – he’s as Kiwi as they come, a revered leader for Emirates Team New Zealand, and pretty straight up in the recording booth too,” says Chalmers.
“The animation style was devised with Assembly to show Emirates Team New Zealand’s creativity in progress, in a typically hands-on and fast-paced way. We also knew we would be using footage of various ages and quality so we needed to tell the stories in a fresh, unexpected manner,” he adds.
Toyota’s General Manager for Marketing, Andrew Davis says that the Saatchi & Saatchi team was challenged with celebrating the longevity the company’s partnership with Emirates Team New Zealand. “They have brought this to life perfectly. It’s great to be able to share some of the highlights of the incredible journey through this campaign,” he says.
“Our long-term support for Emirates Team New Zealand really comes down to the team’s willingness to try anything to make the boat go faster. We draw on that innovative and sometimes crazy Kiwi spirit and see strong parallels with Toyota’s own determination to make even better mobility solutions,” adds Davis.
The campaign will run over the next few months across TV, Digital Video, Social and Cinema.
Client: Toyota New Zealand
Creative Agency: Saatchi & Saatchi
Media Agency: Starcom
Production: Assembly Ltd
Audio: Franklin Road
Music Composition: Mahuia Bridgman-Cooper