Sport NZ is relaunching its iconic Push Play campaign – aiming to get New Zealanders up and down the country to add more movement into their day to day lives.
Physical activity levels dropped significantly in the first year of the Covid-19 pandemic, with adults doing 16 percent fewer hours. New research from Sport NZ’s Active NZ survey shows that while physical activity rates have rebounded to some degree with some New Zealanders still struggling to get back into the swing of things.
CEO Raelene Castle says that the campaign is about making physical activity simple and achievable. “Whether that’s walking, online classes or reconnecting with your local sports club. We’re encouraging all New Zealanders to ‘Push Play’ in whatever ways work for them.”
The Push Play campaign features three families in which tamariki take the lead role as coaches and personal trainers to the adults in their lives.
Director of EightyOneX, Megan Compain adds: “Being active contributes so much to our physical and mental wellbeing. In a none too subtle way we’re using our children to inspire us to get up and move, get back into good habits and live our best lives.”
EightyOneX ECD, Chris Bleackley says: “Sometimes, ideas just come to us. This was a great opportunity to help bring back a much loved campaign and introduce New Zealand to some very resourceful and cunning youngsters that have the wellbeing of us all at heart.”
The campaign will roll out over the next few months across multiple channels.
Push Play was launched by the Hillary Commission in 1999 with the objective of getting all New Zealanders to undertake a minimum of 2.5 hours per week of moderate intensity physical activity.
Credits
Sport NZ:
Sheryl Nichols: Group Manager, Marketing and Communications
Paul Farrell: Group Brand and Marketing Manager
Jo Sutherland: Consultant
EightyOneX:
Executive Creative Director: Chris Bleackley
Art Director: James Henderson
Copywriter: Chris Appelros
Account Service: Megan Compain, Greta Brown
Strategy: Brendan Sturrock
Media: Grant Maxwell
Agency Producer: Paul Stent
Designers: Carlos Constable, Julius Fernie, Lance Watson,
Motion graphics: Ollie Stent, Aaron Hilton.
Colourist: Pete Ritchie
Editors: Nathan Hickey, Greg Jennings
Sound design: Chris Ward
Music: Phoenix Foundation
Scoundrel:
Executive Producer: Kate Gooden
Director: Louis Sutherland
