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#Post#: 87--------------------------------------------------
Rexona: Do More (2014)
DIR By: Sylwia
Date: January 10, 2018, 4:53 pm
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I don't think anything interesting came out of this campaign
apart from this video,
HTML https://www.youtube.com/watch?v=PiTee35Owdw
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>
HTML https://imgur.com/vdmpK2e.jpg
>
> Had fun shooting an exciting new project with this guy today.
@taikawaititi my mallet is bigger than yours!
>
HTML https://twitter.com/DanCarter/status/486788750823792640
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>
HTML https://imgur.com/AvSndQZ.png
>
> Damn paparazzi!!! Good times with this 80s cameraman
@DanCarter. #GoCrusadercanes
>
HTML https://twitter.com/taikawaititi/status/486992709807120384
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HTML http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11302268
--- Quote ---
> Film-maker does his bit to inspire World Cup defence
>
> Director Taika Waititi is taking the helm of a short film
featuring everyday New Zealanders that aims to support and
inspire the All Blacks.
>
> For Rexona’s Do More project, Kiwis at home and around the
world are encouraged to film a 60- or 90-second video
demonstrating how they go the extra mile in their everyday
lives.
>
> The best entries will be selected by Waititi, the director of
Boy and co-director of What We Do in the Shadows, who will weave
the material together to create the short film.
>
> The film, which also includes All Black playmaker Dan Carter,
is meant to inspire not only the All Blacks in next year’s
defence of the Rugby World Cup but all New Zealanders.
>
> “The All Blacks do all that they can to win, they practise
harder and they give up their comforts and things we take for
granted so that they can play for their country and win,” said
Waititi.
>
> “It’s something they take very seriously and hopefully they
don’t take it for granted so part of this is showing we don’t
take life for granted.”
>
> Waititi said the project was “exciting, scary but ultimately
it’s pretty cool”.
>
> “Doing more could be anything like getting up at five in the
morning, or it could be someone battling a really serious
illness or it could be someone who delivers burritos to the
homeless … we don’t exactly know what we are going to get.”
>
> He was unsure about how much footage would be needed or how
long the film would be. However it will be ready before the All
Blacks head to England next year.
>
> He’s hoping the short film will be “smart and funny” and
“almost emotional”.
>
> “My films aren’t about winners, they’re about people who want
to be winners but more often than not aren’t – but at least they
have tried.”
>
> Footage needs to be in by March next year.
--- End Quote ---
HTML http://stoppress.co.nz/news/do-more
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> Rexona embraces crowd-sourcing, enlists Carter and Waititi to
convince Kiwis to help create a special film
>
> August 4, 2014
>
> Social creativity is becoming increasingly important in the
world of marketing, with a number of brands trying to convince
punters to either come up with ideas for ads or submit content
to create them. Last year, Unilever's Rexona brand got its pound
of sweaty flesh with the treadmill of devotion. And now, as part
of its Do More brand platform, it's asking them to submit clips
to support the All Blacks and help create a special film that
will be written by, directed by and star everyday New Zealanders
and be curated by director Taika Waititi.
>
> Kiwis here and around the world are being encouraged to upload
a 60 or 90 second video via www.rexona.co.nz demonstrating the
extra efforts they go to in their everyday lives. And every day
for the next year, Waititi will choose a piece of work that
showcases how New Zealanders do more for themselves and others.
The best entries will be used to create the final clip, which
will be launched before the All Blacks head to England next year
to defend the Rugby World Cup.
>
> Airbnb's crowd-sourced ad, Hollywood & Vines, was based on a
similar idea. It asked fans to send in Vine videos, which can
easily be made from a mobile phone, and it also had a director
Tweeting tips and curating the film.
>
> “We’re looking for videos that demonstrate the extra effort
people go to that really shows the Kiwi spirit," says Waititi.
"The options are endless and that’s the really exciting thing
about this project. I have no idea what people are going to send
in. We want to hear the stories of the ridiculously early
mornings and the late nights. It could be that extra lap they
take around the Auckland Basin, taking food to the elderly home
in Lower Hutt or peddling up the Port Hills. It’s all about the
extra effort."
>
> Rexona has been sponsoring the All Blacks for around six years
and it has made pretty good use of its sponsorship, from the
earnest rituals spot for the Rugby World Cup to some friendly
training banter and even a bit of French farce. The Do More
platform was originally created by Naked Communications Sydney
and is now being promoted with a series of inspiring YouTube
videos​. And this campaign, which aims to bring to life
the support the country provides the All Blacks (and, of course,
inspire a bit more sweating), was created by Ensemble in
Australia in conjunction with PHD Group (Spark PHD, PHDIQ and
Spark PR & Activate) in New Zealand, along with Curious and The
Works.
>
> As well as sponsoring the All Blacks, Rexona also has a
separate deal with Dan Carter (which means he's always the
leading contender for the 'spray shot'). And Carter is also
being used to drum up interest in this campaign.
>
> As he said in a release: “We know that Kiwis are patriotic and
passionate when it comes to supporting the All Blacks—and we
want to see that passion on camera. We want this to be something
that Kiwis can not only be part of, but be proud of. This is a
chance to, potentially, involve the whole country and create
something very memorable in the support of the All Blacks.”
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#Post#: 88--------------------------------------------------
Re: Rexona: Do More (2014)
DIR By: Sylwia
Date: January 10, 2018, 5:01 pm
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Interview with Taika on Radio Hauraki
August 8, 2014
HTML https://soundcloud.com/radiohauraki/tim-batt-taika-waititi-interview-august-8-2014
It's pretty funny. Taika is in a car on his way to the airport
and his driver pics up a hitchhiker!
--- Quote ---
> Tim Batt from Radio Hauraki catches up with Taika, who is on
his way to the airport in Queenstown. Taika talks about Rexona’s
project #DoMore as his driver picks up a hitchhiker, struggles
through the snow and the interview finishes with the unload at
the airport.
--- End Quote ---
#Post#: 122--------------------------------------------------
Re: Rexona: Do More (2014)
DIR By: Sylwia
Date: January 20, 2018, 5:14 am
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The Crowd Goes Wild interview in three parts:
Part 1
HTML https://www.youtube.com/watch?v=okRezoEXvE4
Part 2
HTML https://www.youtube.com/watch?v=0howw5vq6kk
Part 3
HTML https://www.youtube.com/watch?v=dBj566q9QlA
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