New Zealand - It
was like something out of the dreams of Kiwi boys everywhere, but for
10-year-old Auckland boy Bailey Paki waking up to find a group of All Blacks at
his breakfast table became a reality, thanks to Weet-Bix and New Zealand
Rugby.
In
the hidden camera clip, rugby-mad Bailey is stunned to wake up and find All
Blacks captain Richie McCaw and his All Blacks teammates Ben Franks, Wyatt
Crockett, Tom Taylor and Frank Halai eating Weet-Bix at his breakfast table.
His heroes then take him into the backyard, which has been secretly transformed
into a rugby pitch overnight by Bailey’s grandfather and their local community
for Bailey to play in a surprise match against the All Blacks.
While
many New Zealand boys dream of one day playing for the All Blacks, this
talented young man has already mapped out his ascension to World Cup fame with
the All Blacks in a highly detailed 16-year plan. To date, he is on track to
achieving his dreams.
The
campaign was created by Saatchi & Saatchi for Sanitarium and Weet-Bix.
Saatchi & Saatchi New Zealand’s Executive Creative Director, Antonio Navas
said:”The experience of bringing Bailey’s dream day to life has been an
incredible journey for everyone involved. I think we have all been a little
inspired by his passion and determination along the way. Creatively, the
opportunity to bring together two of New Zealand’s most iconic and loved brands
together in this way was our very own dream day.”
New Zealand Rugby
Chief Executive Steve Tew said it was great to see the Weet-Bix and New Zealand
Rugby partnership continue to deliver quality All Blacks-moments to grassroots
rugby.
“We know thousands
of Kiwi kids dream of becoming an All Black, so it’s fantastic to see one great
kid’s dream come alive in this touching moment. We were really happy to play
our part in capturing, in this clever way, the extraordinary appeal of the All
Blacks, so thanks Sanitarium.”
Pierre van Heerden,
General Manager of Sanitarium Health and Wellbeing New Zealand was thrilled
they could make a dream come true for such a deserving young boy.
“While Kiwi kids
are Weet-Bix kids, they’re also rugby mad, so it’s fitting that we could make
Bailey’s dream day happen. Weet-Bix has a long-standing relationship with New
Zealand Rugby and is The Official Breakfast of the All Blacks so it’s fantastic
we can work together to make dreams come true.”
Credits:
Agency:
Saatchi & Saatchi New Zealand
Client: Sanitarium NZ – Jessica Manihera, Kim Clark, Hayley Scott
Executive Creative Director: Antonio Navas
Creative Group Head: Nicole Sykes
Art Director: Emily Drake
Copywriter: Sarah Litwin-Schmid
Creative: Anne Boothroyd
Creative: Mike Davison
Business Director: Shelley Winsor
Account Manager: Kylie Marsh
Planner: Sarah Hodgetts
Head of Content: Jane Oak
Agency Producer: Amy Hansen
Production Company: 8com
Producer: Ivan Barg
Director: Andy Morton
DOP: Andrew Stroud
Production Designer:
Shayne Radford
Editor: Jarrod Wright
Grade: Pete Ritchie/Blockhead
Online: Beryl
Sound House: Franklin Rd
Composer: Milon Williams
Media Agency: Spark Phd – Helen Brown, Fou Brown, Graeme
Douglas, Jas Gierlinski
Professional Public Relations (PPR): Jessica Wiggins
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