Ogilvy & Mather have harnessed the energy and drive of 2015 World Rugby Cup star Malakai Fekitoa for a Rebel Sport campaign aiming to show New Zealanders why fierce motivation can be a powerful force to defy the odds and prove even the staunchest of critics wrong.
In the launch film, Fekitoa opened up about how his ‘why’ is built on the back of steely motivation to prove every last one of his sceptics wrong. From the schoolyard bullies back in Tonga who taunted him about his childhood limp, to the doubters who regularly said he didn’t have the presence to play Centre.
“Even when you do well, there are always people who doubt you and want you to fail. They are the reason I push myself so hard. My why has been to prove those people wrong. People that from a young age said I wasn’t good enough to play in New Zealand. I knew I had something in me. I just needed to find a way to use it.,” said Fekitoa.
It is this insight, that success requires more than talent, opportunity or hard work, and instead has to be driven by a deep-seated, purpose or ‘why’, that leads to the creation of the ‘what’s your why?’ campaign. Ogilvy, with the help of its Digital and Culture arms, has wrapped this insight into a platform that aims to ignite action; encouraging New Zealanders to think about what is their single, spine-tingling motivational ‘why’ – whatever it is – and use this as the drive for achieving sporting dreams.
The film was shot by director Dave Ma from Finch, over a month-long production schedule; spread across locations in Tonga and Auckland.
“For our Tongan scenes, we decided early on to cast local non-actors to give the spot a layer of authenticity (and unpredictability). It was amazing filming in Tonga and incredible how open people were in welcoming us into their schools and homes,” explained Dave Ma.
“No matter what hand you’re dealt with in life, I hope that this campaign will inspire New Zealanders to live up to their true potential. All you need is that single-minded reason why to defy your odds” said Executive Creative Director Regan Grafton
This is the first in a series of films to be released over the next 12 months for Rebel Sport. Each following the story of how a Kiwi athletes’ fundamental reason ‘why’ has pushed him/her to overcome huge life barriers.
Alongside Fekitoa, the Rebel Sport campaign also features Detroit-based motivational speaker, Eric Thomas.
Behind the scenes
Agency: Ogilvy NZ
Executive Creative Director: Regan Grafton
Senior copy writer: Anne Boothroyd
Senior art director: Darran Wong Kam
Copy writer: Paul Hankinson
Art director: Pete Force
Planning Director: Ben Fielding
Group Account Director: Susan Browne
Account Director: Daniele Lowe
Agency Producer: Amanda Kabel
Head of Design: Nathan Chambers
Photographer: Jamie Wright
Film Company: The Finch Company
Director: Dave Ma
Producer: Claire Thompson
DOP: Marty Williams
Editor: Julian Currin
Sound: Liquid Studios
Sound Design: Craig Matuschka
Music Composition: Pete Van der Fluit
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