Peach
Hobby home page
liahome
Electriclime gif
IPA Banner Open Doors
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Toyota New Zealand Gets Crazy with Gnarls Barkley and Ladi6

Creative 188 Add to collection

Saatchi & Saatchi's latest content features a remake of Gnarls Barkley’s huge hit song ‘Crazy’ by the Kiwi recording artist

Toyota New Zealand Gets Crazy with Gnarls Barkley and Ladi6

Toyota New Zealand has released the next phase in its ‘In Crazy We Believe’ campaign supporting Emirates Team New Zealand, created by Saatchi & Saatchi.

The images that accompany the Gnarls Barkley song, remade by Ladi6, are a spectacular combination of existing Emirates Team New Zealand sailing footage, graphics and typography that explain Toyota’s reasoning for backing ‘a bunch of sailors’ for 29 years.

Andrew Davis, general manager of marketing for Toyota New Zealand, said: “Toyota has supported Emirates Team New Zealand for 29 years and over that time the team have always had the ability to use Kiwi ingenuity while turning crazy thinking and design into innovative results. For this project we wanted the same and used our partners at Saatchi & Saatchi, the production team and Ladi6 to bring a bit of their crazy magic to life and we couldn’t be more delighted with the result.”



“There were a number of factors that influenced this work. The song for starters." added Steve Cochran, chief creative officer, Saatchi & Saatchi. "It’s a stonker, and we felt privileged that Gnarls and the other writers agreed to let us use it. The ambition of our interpretation by Ladi6 under the direction of Mahuia, was to not lose any of the tempo or groove of the original version but to build on it to make it bigger and more cinematic. Expecting people to read words on screen while listening to a song with its own lyrics can be tricky, so we used TV show opening title sequences as an inspiration. Mardo had the idea of subtly paying homage to the original brilliant Gnarls music video, which brought the mirrored symmetry aspect to the visuals. We also needed to use existing footage, which was much the same as other sponsors and media organisations were using, so he wanted to treat it in a way that made it look different and more uniquely ours.”

The video content was created by director and motion graphics artist, Mardo, of Fish & Clips in collaboration with composer and producer, Mahuia Bridgman-Cooper, of Franklin Road Studios.

The visual style of the video has also been adopted for an out of home campaign. In partnership with JCDecaux, large format billboards will run dynamic ads with headlines written to respond to Emirates Team New Zealand’s performance as it unfolds from 6th March over the America’s Cup.

Along with 60, 30 and 15-second video edits, radio and out of home, the campaign also includes a full-length version of Crazy by Ladi6 that will feature heavily on music playlists at Cup events and venues during the America’s Cup.


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Client: Toyota New Zealand Limited

Agency

Creative Agency: Saatchi & Saatchi New Zealand

Media

Media Agency: Starcom

Production

Production company: Mandy VFX

Director: Mardo El-Noor

Executive Producer: James Moore

Producer: Steen Bech

Editor & MOGFX: Mardo El-Noor

Music and Sound

Audio Production Company: Franklin Road

Arrangement and Production: Mahuia Bridgman-Cooper

Vocals: Ladi6

Sound Post: Shane Taipari

Executive Music Producer & Licensing: Jonathan Mihaljevich

Photography / Video footage: Emirates Team New Zealand

Genres: Visual VFX

Categories: Automotive, Cars

Saatchi & Saatchi New Zealand, Wed, 24 Feb 2021 02:17:28 GMT