FCB has created a campaign to help Vodafone launch an online platform, developed with Google Maps that gives New Zealanders an opportunity to identify te reo Māori place-names that are being mispronounced on Google Maps.
The campaign is called Say it Tika (Say it Right). The client is Te Wiki O Te Reo Māori (11-17 September).
Kiwis can go to www.sayittika.co.nz and pin the incorrectly pronounced te reo Māori place names they have encountered while using Google Maps.
To launch the website and spread the word about the initiative, Vodafone has released a tongue-in-cheek video featuring long-time te reo Māori advocate Temuera Morrison calling for New Zealanders to help Google “Say it Tika” when pronouncing te reo Māori place-names.
“We connect millions of New Zealanders to Google Maps every year and supporting Google to improve pronunciation in Aotearoa is an important way we can play a part in preserving the taonga that te reo Māori is,” says Matt Williams.
“Te reo tika place-names will be heard on millions of phones from late this year.”
“It’s up to all of us now to put the mahi [work] in.”
By getting involved and pinning mispronounced Māori place-names, Kiwis will create a priority list for Vodafone, developed with Google, to update first.
These will be worked through in consultation with Te Taura Whiri i te Reo Māori (the Māori Language Commission), with te reo tika (correct) place-names set to be heard on millions of phones from late this year.
Ngahiwi Apanui, ceo of Te Taura Whiri i te Reo Māori (Māori Language Commission) said:, “Our vision is to have te reo Māori resonate throughout the entire country. We want to see and hear te reo Māori everywhere – on the streets, in shops, in schools, on radio, on TV and online.
“We are proud to partner with Vodafone and Google Maps to further progress towards this aim in the Say it Tika campaign.”
CREDITS
Agency: FCB
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Digital Creative Director: Matt Barnes
Creative: Lennie Galloway
Creative: Thomas Gledhill
Creative Services Director: Jenni Doubleday
Head of Craft: Nick Smith
Head of Content: Pip Mayne
Managing Director: Fleur Head
Group Account Director: Jo Taylor
Senior Account Director: Emma Richardson
Senior Account Manager: Ra Kahukiwa
Planner: Murray Streets
Head of PR & Activation: Angela Spain
PR Senior Account Director: Joanna James
PR Account Executive: Katie Smith
Executive Digital Producer: James McMullan
Digital Designer: Andrew Jackson
Developers: Andrew Jackson | Andrew Johnson
Client: Vodafone
Client Name: Matt Williams, Louise Kuegler, Liz Wilson, Natasha Hirtzel, Ryan Pellet, Mark Milicich, Alessandra Nixon, Kiri Coughlan
Production Company: Untold
Production Co Director | Photographer: Arvid Eriksson
Animal Trainer | Handler: Rosie’s Animal Ark
Sound Studio: Sale Street Suite
Sound Engineer: Nigel Foster
Y&R MEDIA
Group Business Director: Kelly Badland
Senior Digital Planner: Lisa Clapperton
Programmatic Supervisor: Mihisara Dayaratne
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