Toyota teams up with Gnarls Barkley and Ladi6

Created by Saatchi & Saatchi, Toyota New Zealand has released the next phase in their ‘In Crazy We Believe’ campaign celebrating backing ‘a bunch of sailors’ for 29 years.

It features a remake of Gnarls Barkley’s hit song ‘Crazy’ by Ladi6, along with existing Emirates Team New Zealand sailing footage, graphics and typography.

Andrew Davis, General Manager of Marketing for Toyota New Zealand says: “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.”

The video 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.

Steve Cochran, Saatchi & Saatchi Chief Creative Officer says: “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.”

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

Along with 60, 30 and 15 second videos, radio and out of home, the campaign includes a full-length version of Crazy by Ladi6 that will feature on playlists at Cup events and venues. 

CREDITS:

Client: Toyota New Zealand Limited

Creative Agency: Saatchi & Saatchi New Zealand

Media Agency: Starcom

Production Company: Mandy VFX

Director: Mardo El-Noor

Executive Producer: James Moore

Producer: Steen Bech

Editor & MOGFX: Mardo El-Noor

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

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