Over the weekend, Ogilvy launched the next execution in their Rebel Sport What’sYourWhy brand campaign, which moves on from the Malakai Fekitoa story told last year to tell the story of NZ Paralympian Sophie Pascoe.
Pascoe was New Zealand’s youngest athlete at the last Paralympics, and the youngest ever New Zealander to win a medal.
“A devastating accident at just two years old would have been challenging enough for most people to overcome,” said ECD Regan Grafton. “But it is this very event that has fuelled Sophie Pascoe’s desire to challenge herself.
“From a win in the pool against her able-bodied peers to years of tenacious training, every ounce of her focus, energy and determination is on winning. This is how Sophie Pascoe has risen to the highest level of achievement across all swimming disciplines, making her our most successful Paralympian ever.”
The latest instalment of Rebel Sport’s What’s Your Why? campaign focuses on the single, gripping reason that has driven Pascoe’s success, demonstrating to Kiwis what is possible and motivating them to get up and chase their goals. This most recent film follows on from the story of All Black Malakai Fekitoa, which had an unprecedented level of engagement for Rebel Sport and was ranked one of the top 25% of global retail campaigns by Google.
The Hip Hop Preacher
“When looking for an athlete who could continue the momentum created by Malakai’s film, and motivate New Zealanders to chase their goals, we couldn’t think of a better fit than Sophie,” said Grafton. “It is impossible not to be inspired by her story and what she has overcome.”
Ogilvy again collaborated with world famous American sports motivation speaker Dr Eric Thomas – also known as The Hip Hop Preacher. Thomas also narrated the ad, which explores the highs and lows of Sophie’s life. Her first gold medal provided a special moment for her family, giving her Dad a sense of closure after the accident all those years ago.
“I am humbled to be able to help build a profile for disabled athletes, as I believe I can be an inspiration to the challenges athletes face rather than the disability,” said Pascoe. “For me, being a world champion has helped define me rather than letting my disability define me.”
Their first female
Rebel Sport has partnered with a number of New Zealand sporting greats over the years, including Christian Cullen, David Tua, Sonny Bill Williams, Cory Anderson and most recently Malakai Fekitoa.
“This is the first time Rebel Sport has had a female lead in a major campaign,” said group MD Rod Duke. “We were very excited to work with Sophie. She is an inspiration to all sportspeople and epitomises what can be achieved when you have a powerful ‘why’.”
Ogilvy also partnered again with director Dave Ma from Finch.
CREDITS
Agency: Ogilvy
Executive Creative Director: Regan Grafton
Senior Copywriter: Anne Boothroyd
Senior Art Director: Gaelyn Churchill
Narrator: Eric Thomas
Planning Director: Ben Fielding
Group Account Director: Susan Browne
Account Director: Daniele Lowe
Agency Producer: Amanda Kabel
Photographer: Jamie Wright
Film Company: Finch
Director: Dave Ma
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Marty Williams
Editor: Nathan Pickles
Post Production Visual Effects: Martin Spencer & Gonzalo Deza
Ogilvy Audio Voiceover recordings: Ryan Dickinson
Sound: Liquid Studios
Sound Design: Craig Matuschka
Music Composition: Pete Van der Fluit
Music Producer: Tamara O’Neill
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