AUCKLAND, Today: The Mt Eden shop previously known as Pead PR – now rebranded as creative communications agency We Are Pead – is claiming “global headlines” for last week’s haka promo for fmcg client Best Foods to leverage their Warriors sponsorship.
The agency created the bespoke 100-strong haka, which sought to tell the story of the Vodafone Warriors overcoming the challenge of Covid-19.
The tribute has been filmed and shown to the Vodafone Warriors to fire them up ahead of their battle against the Melbourne Storm this week.
Sadly, things went horribly wrong, and the Warriors went down 6-50. But it seems the haka will live on.
The Mt Eden shop formerly known as Pead PR – now rebranded as ‘creative communications agency We Are Pead’ –created last week’s Warriors haka promo for fmcg client Best Foods.”
The stunt was staged as a content shoot by Pead, with the agency responsible for the full end-to-end marketing delivery including creative ideation, content production, digital, social media and media relations.
Pead worked with Tāpeta Wehi, ceo of Tāmaki Makaurau kapa haka group The Haka Experience, to create a bespoke performance.
Pead is responsible for negotiating and managing the sponsorship between the Vodafone Warriors and the Unilever-owned Best Foods, with a fully integrated 12-month amplification plan.
The haka performed by the 100 participants goes like this …
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.
Despite moving to level one under New Zealand’s Covid-19 alert system, the haka was produced under strict health and safety regulations. All participants were required to sign a health disclaimer, sign in for contact tracing, regularly wash hands and practise social distancing.
CREDITS
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
About Best Foods
Best Foods Mayonnaise has been around since 1913 after being established in New York City. Unilever acquired the Best Foods brand in 2000 and has continued to distribute the brand worldwide, including here in New Zealand where it is the number one mayonnaise brand. Best Foods mayonnaise is made with 100% cage free-eggs and real ingredients sourced from trusted American farms.
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