Toyota celebrated its 28 years of unwavering belief in and enduring support for Emirates Team New Zealand with an eight-piece, multi-channel sailing activation called ‘In Crazy We Believe’.
The campaign, developed in harness with creative agency Saatchi & Saatchi and Assembly, will roll out through the year across TV, digital video, social media and cinema.
The content is narrated by Emirates Team New Zealand CEO Grant Dalton and tells a story about the team’s journey of innovation, invention and the challenges they’ve overcome along the way through eight pieces of content.
From the team’s first so-called ‘plastic fantastic’ boats back in 1987 taking on iconic US sailor Dennis Connor to 2017’s futuristic cyclor-powered AC50 catamaran of 2017, the unified message is that Emirates Team New Zealand is committed to innovation no matter how crazy the idea may have seemed to rival teams, to the yachting fraternity or to the general public.
To bring this idea the creative adopted an animation style to emphasis the creativity of the team and the campaign set sail with a launch film called ‘Flotilla’.
“New Zealanders are often referred to around the world as ‘those crazy Kiwis.’ It’s a sentiment that definitely applies to our America’s Cup teams throughout the years, with a proud history of innovation, daring experimentation, colossal highs and devastating lows,” explained It’s all part of how we play, hence the platform idea ‘In Crazy We Believe’,” Saatchi & Saatchi ECD Corey Chalmers
“Grant Dalton’s voice was the obvious choice to narrate each story – he’s as Kiwi as they come, a revered leader for Emirates Team New Zealand, and pretty straight up in the recording booth too,” Chalmers added.
Toyota New Zealand’s General Manager of Marketing Andrew Davis commented: “Our long-term support for Emirates Team New Zealand really comes down to the team’s willingness to try anything to make the boat go faster. We draw on that innovative and sometimes crazy Kiwi spirit and see strong parallels with Toyota’s own determination to make even better mobility solutions. The challenge for the Saatchi & Saatchi team was to be able to celebrate the longevity of our partnership with Emirates Team New Zealand and they have brought this to life perfectly. It’s great to be able to share some of the highlights of the incredible journey through this campaign.”
The campaign was developed for Toyota New Zealand by a team at creative agency Saatchi & Saatchi New Zealand, with media handled by Starcom, production by Assembly Ltd, audio from Franklin Road and music composition by Mahuia Bridgman-Cooper.
Comment:
This is essentially a fresh and unexpected, multi-piece bit of storytelling to showcase creative progress and a commitment to innovation – a neat way to match property, sponsor and the marketing.
The campaign leverages the launch of the team’s new boat Te Kāhu and the start of the 2020 America’s Cup World Series which takes place in Cagliari (23 to 26 April), Portsmouth (4 to 7 June) and Auckland (17 to 20 December).
As well as title partner Emirates and Toyota, the team is sponsored by Omega, Spark, McDonald’s, HP, TVRZ, SkyCity, Steinlager and Genesis Energy.
Links:
Toyota New Zealand
https://www.facebook.com/ToyotaNZ/
https://www.instagram.com/toyota_nz/
https://www.youtube.com/user/ToyotaNZ
Saatchi & Saatchi New Zealand
Emirates Team New Zealand
https://emirates-team-new-zealand.americascup.com/
https://www.instagram.com/EmiratesTeamNZ/
https://www.youtube.com/user/EmTeamNZ
https://www.facebook.com/EmiratesTeamNZ/
https://twitter.com/EmiratesTeamNZ
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