AUCKLAND, Wednesday: Newton-based indie creative shop Motion Sickness has developed Te Whānau O Waipareira’s Proud To Be Māori campaign, which aims to reflect “the optimistic, passionate and aspirational spirit” that guides the West Auckland urban Māori support network.
Proud To Be Māori has been rolled out across TV and digital with an accompanying OOH portrait series featuring some of the notable faces from the extended Waipareira whānau.
The film addresses the hardships Māori face.
Motion Sickness head of strategy Hilary Ngan Kee said: “Te Whānau O Waipareira work alongside urban Māori to create positive life outcomes. Part of this is removing the whakamā – shame – of needing help.”
“The scenes are woven together with a waiata sung by current Māori Party MP Rawiri Waititi.”
The scenes in the film are woven together with a waiata You’re Magic sung by former Te Whānau O Waipareira member and current Māori Party MP Rawiri Waititi.
Motion Sickness CD Sam Stuchbury said: “When we began to dig into the creative approach we felt the only way to do this brief justice was to have an unwavering directness to our messaging.
“Cut through the noise and say what everyone’s thinking by speaking the truth. That’s what would connect and make an impact with the people who see this campaign.”
Waipareira digital lead Katene Durie-Doherty said: “The partnership behind the scenes with Motion Sickness was integral to bringing their vision to life.
Motion Sickness has delivered hope, resilience and pride to our people and the communities they represent. They have set a new benchmark not only for what a campaign can do but what authentic and meaningful cultural engagement and diversity in New Zealand can achieve when united.”
CREDITS
e Whānau o Waipareira Team: Katene Durie-Doherty, Renee Solomon-Tauhinu, Fender Maeva, Richard Green.
Creative Director / Director: Sam Stuchbury
Producer: Joseph McAlpine
Associate Creative Director / Photographer: Jordan Stent
Art Director / Strategist: Anna Maxwell
Creative: Will Macdonald
Creative Assistant: Freddy Riddiford
DOP: Ziga Zupancic
1st AC: Alex Campbell
2nd AC: Cameron Bennett
Gaffer: Spencer Locke-Bonney
Best Boy: Andrew Garfield
LX Assistant: Julian Wagner
Sound Recordist: Sofiane Tib
Hair & Make Up: Guillermina Gentile
Editor: Jolin Lee
Colourist: Matic Prusnik
Sound Post: BigPop Studios
Original Music Track: David Para – You’re Magic
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