Sustainable farming software company OverseerFM invited ambassador Hayden Paddon, New Zealand’s most famous rally driver, into the driving seat for a multi-platform campaign called ‘Drive Your Farm Forward’.
Paddon, Aotearoa’s most awarded rally driver ever and the current pilot of the Hyundai Team NZ team, gets behind the wheel of his revolutionary electric rally car for a campaign that spans on-demand, programmatic display, print and online.
Created by agency WAVE Creative Communications Company, the 45-second hero ‘Drive Your Farm Forward’ spot dropped online on 21 April and promotes the output analysis and production benefit aspects of OverseerFM farm planning and management software offering with a focus on sustainable approaches to supporting science-driven, eco-led, farm-related decision-making and strategy.
Hey farmers, it’s time to drive your farm forward, your way.
With #OverseerFM you can know your outputs, run scenarios, and be in the driver’s seat on the tough road to sustainability.
The choice on how you ‘do’ sustainability, is up to you.https://t.co/7dEXvrwbKw
— OVERSEER Limited (@OVERSEERLimited) April 21, 2022
The commercial was shot in one day at Earnscleugh Station (Alexandra) on sustainability and control.
“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,” explained WAVE Creative Director Craig Parker. “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.”
Overseer Business Development Manager Alastair Taylor added that Paddon makes for the perfect brand ambassador as he reflects 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,” said Taylor. “We’re really thrilled with the work that WAVE has done to communicate our message in an engaging way.”
Hyundai Team New Zealand driver Hayden Paddon was Production World Rally Championship (PWRC) world champion – a companion rally series to the FAI World Rally Championship contested by Group N rally cars – in 2011 and won the New Zealand Rally Championship in 2008, 2009, 2013, 2018 and 2021. He has driven for Hyundai World Rally Team, M-Sport World Rally Team and Pirelli Star Driver.
Under the Hyundai New Zealand Rally banner, Paddon and co-driver John Kennard compete in a Hyundai i20 N Rally2 car in selected events of the WRC2 category of the FIA World Rally Championship
The campaign was created by agency WAVE Creative Communications where the team was led by Creative Director Craig Parker, Senior Creative Lucy Morgan, Account Director Glenn Dougal, Account Manager Lucy Bradshaw and Producer Jenna Mills.
The production company was The Beards where the group working on the project included Executive Producer Jackie Clark, Directors Toby Crawford and Timothy Pierce, Camera Operators Chris Maunsell and Jack Smith and Sound Technician John Patrick.
Comment
This campaign follows the company’s 2020 ‘Thank You Farmers’ campaign which was fronted by a team of famous New Zealand faces all supporting farmers through what was a very challenging year.
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