Stanley St and Tātou have launched a new campaign for Safer Gambling Aotearoa to help mitigate occasional gambling from turning into problem gambling.
This collaboration between Stanley St, Tātou and Te Whatu Ora (Health NZ) has brought to life a realistic representation of an unspoken issue within the community.
“We are proud of the mahi created,” says Skye Kimura, CEO of Tātou.
“Nan’s Song is a campaign that draws on Māori and Pacific culture but is grounded in universal truths.
“Our role at Tātou was to support the creative concept, to ensure it resonated appropriately with the key audiences,” says Kimura.
A critical insight from the research showed that gamblers know the odds of winning or beating the system are low, but they often see signs that convince them that ‘today will be their lucky day.’
“We wanted to flip this behaviour on its head and make the viewer see the warning signs they should instead be looking for, that their behaviour is becoming a problem,” says Thomas Scovell, Stanley St Head of Planning.
Stanley St Group Business Director Alex Hirini and Kaiwhakatere Darryl Roycroft say they have constant wānanga about how they bring together their background in advertising with their Māoritanga.
“With kaupapa like this it can be challenging,” says Roycroft.
“We don’t want to reinforce any negative stereotypes, but the reality is gambling is harming our people and if we don’t talk about it how do we stop it?”
“It’s tricky to navigate, but what helps us is going back to our purpose as individuals, to improve the wellbeing of our people and we can do this by normalising our language and our worldview in the advertising space,” says Hirini
“And one of our core principles is that everything we do is mana enhancing,” says Roycroft.
‘Nan’ is a kaitiaki, she is the matriarch, pillar of strength, wise, warm and understanding, a character many will recognise in their families, she’s a universal truth.
She represents the connection to tūpuna, and mana tuku iho, the mana inherited from ancestors.
Her song, Daphne Walker’s Haere Mai Everything is Ka Pai is used as a warning sign. The song’s lyrics reinforce the essence of Nan and her role as a kaitiaki. It also symbolises the knowledge and values that are passed down through generations, a gift that guides us and is a reminder to walk tall, knowing we are never alone and always supported.
“It was a privilege to collaborate with Director Robin Walters, represented by Film 360, to bring this story to life in a way that reflects the tikanga from within his own whānau,” says Brad Collett, Stanley St Executive Creative Director.
“This attention to detail made it even more special, with Robin getting permission from his own whānau to use his great-great Nan as the hero,” says Collett.
The campaign is supported by a 90” film, 60” TVC and targeted 15” warning sign social spots, OOH and mailers to really reach our audience at moments of truth, to ensure they are staying attuned to the signs their gambling might be becoming a problem.
Brad Collett, Executive Creative Director
Darryl Roycroft, Kaiwhakatere
Thomas Scovell, Head of Strategy
Emily Scovell, Head of Media Strategy
Stephen May, Media Director
Alex Hirini, Group Business Director
Jasmine Lawrence, Account Director
Victoria Millan, Senior Agency Producer
Skye Kimura, CEO Tātou
Graham Tipene, Ringa Toi | Pou Tikanga
Mitsy Kimura, Creative Cultural Lead
Sage Haggart, Executive Producer
Robin Walters, Director
Darry Ward, DOP
Peter Marshall, Art Director
Te Whatu Ora – Safer Gambling Aotearoa
Eru Loach, Programme Lead
Sarah Bain, Senior Marketing Lead
Sara Woodward, Senior Advisor
Special thanks to the sector advisory group for their valued support and contribution to this Kaupapa.