Team NZ campaign rallies the nation

By IRENE CHAPPLE

Even the most cynical television viewer would have found it hard to suppress a surge of patriotism when the Team New Zealand advertising campaign appeared on-screen.

The launch buildup was dented somewhat by the contentious Black Heart campaign, but when Saatchi & Saatchi finally unveiled the TV commercials, the result was spectacular.

The Team New Zealand Loyal campaign is the Business Herald Marketing page's pick for Campaign of the Year.

It has won not only because of its ability to capture a nation's imagination, but also because of the ingenious production. The commercials are shot entirely around Auckland, but suggest that New Zealanders are lining up, arm-in-arm, along the country's entire coastline.

That may irritate the patriots of the deep south, but it meant a budget of about $500,000 could be stretched to create a campaign that looks, well, like a million dollars.

The original idea was to have volunteers line up around the nation's coastline, said Andrew Tinning, creative director at Saatchi & Saatchi Auckland and the brain behind the campaign.

He wanted to publish the script in major newspapers to raise interest, then call for volunteers on a day when helicopters and film crew would be on hand.

But the idea was logistically and financially impossible, so the campaign was eventually shot over three days at Muriwai, Tawharanui and the Team New Zealand base.

Hundreds of extras were used in the shoots, with celebrities such as Sir Edmund Hillary, Beatrice Faumuina and Barbara Kendall participating for free. High-profile mayors such as Tim Shadbolt, Kerry Prendergast and Bob Harvey also volunteered.

Opposites were linked: former rugby league hero Brent Todd, for example, stood next to rugby icon Sean Fitzpatrick in a show of unity.

The idea of having Prime Minister Helen Clark link arms with National Party leader Bill English bounced around the creative table, but, in the heat of an election buildup, was rejected.

Tinning said the brief was to unite New Zealanders and dilute the impression that the America's Cup was an Auckland event. He also wanted to send a message to sailing defectors that the event was not about money, but "about the whole country".

About 100 extras a day linked arms for the filming, with the chain digitally increased by Film Construction to give the impression it stretched into the horizon.

Geographical clues such as Mt Taranaki, the Interislander ferry and the Bluff sign suggested the chain covered the country.

The backdrop of Dave Dobbyn's orchestral version of Loyal lent the final patriotic touches, with the song now dubbed New Zealand's alternative national anthem.

Film Construction's Perry Bradley, who directed the commercial, said a major creative challenge was to hit the right tone - "one that was not over-sentimental or maudlin, but was still emotionally engaging. Hopefully we did."

Lynne Clifton, executive director of the Communication Agencies Association of New Zealand, has also picked the campaign as the year's best.

"I love the song, I love the images and I love the way it shows New Zealand and New Zealanders," she said.

"As a communication piece it speaks of pride and strength and bravery and achievement."

The Loyal logo has been adopted by many, with a flag often flying on the Auckland Harbour Bridge and property developer David Henderson hitching a giant flag up to a waterfront development.

And Tinning believes the campaign will gather impetus as the Team NZ races draw nearer.

"It's actually a very difficult brief to engage and motivate the nation," he said.

"It is satisfying to do something that is very moving ... I was very proud of the result."

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