WAVE launches new campaign for Overseer starring Hayden Paddon

WAVE Creative Communications Agency has released a new campaign for sustainable farming software, OverseerFM.

The multiplatform campaign titled ‘Drive Your Farm Forward’ features Aotearoa’s most awarded rally driver, Hayden Paddon, behind the wheel of his revolutionary electric rally car. It follows the success of the 2020 ‘Thank you Farmers’ campaign, also via WAVE, fronted by a spate of iconic New Zealanders supporting farmers through what was a tough year. 

OverseerFM is an online farm planning and management software tool that helps farmers and growers make informed decisions to improve their farm’s environmental sustainability and productivity. 

Craig Parker, Creative Director at WAVE said the new campaign was inspired by the way in which OverseerFM puts rural professionals in the driving seat. 

“The major benefit of the software is that it keeps the farmer in control of driving their farm in the best possible direction. It’s about supporting farmers to make their own moves for their businesses and the environment. And of course, we wanted to make an impact. 

“When surrounded by tractors, utes and four-wheelers, a rally car certainly helps cut through to our rural audience.

“We were very intentional in the use of Paddon and his revolutionary electric race car, which proves sustainability and performance can indeed go hand in hand, which is another parallel we subtly draw with OverseerFM through this campaign.”

Alastair Taylor, Business Development Manager at Overseer says Paddon makes for the perfect brand ambassador, reflecting the company’s passion for sustainable innovation.

“The campaign celebrates the resilience and ingenuity of Hayden and his work in developing the first race-worthy electric powered rally car – a world leading Kiwi invention, not unlike OverseerFM.

“We’re really thrilled with the work that WAVE has done to communicate our message in an engaging way.”

‘Drive Your Farm Forward’ was shot in one day at the stunning Earnscleugh Station, Alexandra, and is live now on-demand, programmatic display, print and online.


Agency: WAVE Creative Communications
Creative Director: Craig Parker 
Senior Creative: Lucy Morgan
Account Director: Glenn Dougal 
Account Manager: Lucy Bradshaw 
Producer: Jenna Mills 
Production Company: The Beards 
Executive Producer: Jackie Clark
Directors: Toby Crawford, Timothy Pierce 
Camera: Chris Maunsell, Jack Smith 
Sound: John Patrick 

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