New Zealand Olympic Committee launches new #EarnTheFern brand platform via Saatchi's NZ
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The New Zealand Olympic Committee and Saatchi & Saatchi New Zealand have released their new brand platform - Earn the Fern. The first iteration is an integrated campaign supporting the athletes of the 2018 Olympic Winter Games that will open tonight in PyeongChang, South Korea. The campaign consists of a social content series and out of home, including a special build in central Auckland, and tells the story of what the athletes have done to get to the top of their profession and earn the privilege of wearing the Fern.
VIEW THE JANINA KUZMA VIDEO
VIEW THE ZOI SADOWSKI VIDEO
VIEW THE JAMIE PREBBLE VIDEO
Earn the Fern features the stories of skier Janina Kuzma, snowboarder
Zoi Sadowski Synott, ski cross athlete Jamie Prebble and Bruce Wells,
father and coach to the Wells brothers, three of whom will be competing.
An athlete's manifesto, which they helped to write, captured what wearing the Fern means to them: "The Fern is far more than a
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just a
logo or a trademark. The Fern is where courage, conviction and
composure meet...the Fern is our guide...we-thumb-400x105-277258.jpg)
don't just want to wear it. We
want to take it somewhere it's never been before." Says Sharon van Gulik, commercial director, New Zealand Olympic Committee: "The brief was to build an over-arching campaign for our 2018 Games that spoke to the unique audiences and athletes competing at each Games. Our Olympic Winter Games campaign kicks off the first of these, with stories from our small but dynamic New Zealand Team."
Says Toby Talbot, chief creative officer, Saatchi & Saatchi: "It has been a real honour to partner with the New Zealand Olympic Committee and our Winter Olympians in the creation of this campaign. Each athlete's story is unique, but what they all share is a deep pride in the Fern. The fearlessness it takes to do what they do is truly inspiring."
Client: New Zealand Olympic Committee
Creative Agency: Saatchi & Saatchi New Zealand
Production Company: Frontside
Out of Home Contractor: APNO
Director: Sigi Spath
Camera Operator: John-Jo Ritson
"The Fern is where courage, conviction and composure meet...the Fern is our guide...we don't just want to wear it. We want to take it somewhere it's never been before."
Adwank.
Oh dear. People used to kill each other to work on briefs like this.
What a joke.
Well I like it. I know the athletes like it because I follow some of them. And my guess is the public will like it too. But what do we all know.
Of course the athletes like it. EarnTheFern's okay, it's just the tired old over-worthy prose that, for an ad forum like this, is uninspired. Creatively, first base.
Janina one is by far the best. Like that they didn't default to a big slow-mo trick and inspirational tagline.