Massey Ferguson

Born to farm

Video | Social | Online | Print

Background

 

Sam Whitelock was first brought on as a Massey Ferguson ambassador in NZ in 2019. The partnership lapsed during Covid and was re-established in April 2022. Massey Ferguson briefed us to re-activate and leverage this sponsorship to the NZ audience. The task was to ensure Sam was used effectively to drive awareness and reinforce and strengthen the image of the Massey Ferguson brand in the context of the new “Born to Farm” corporate line and “Farmer First” philosophy.

Result

 

With Sam Whitelock being one of the most famous ever All Blacks – and within NZ and to rugby fans around the world, a record that speaks for itself, he set the scene for a powerful story and a TVC, shot at a picturesque sheep farm in NZ’s south island. An opportunity to communicate more about Sam, to deepen the feeling (and the reality) of his connection to Massey Ferguson and vice versa. While everybody knows about him as a rugby player, the Massey Ferguson partnership with Sam ideally allowed him to feel comfortable displaying more of who he is as a person.

We wanted our audience to feel they “know” him a bit beyond the typical brand ambassador. He was raised on a family dairy farm at Manawatu in the lower North Island. Sam also owns an 803ha family sheep and beef property, at Hawkes Bay. His passion for and connection with farming is further evidenced by his voluntary work as an ambassador for ‘Farmstrong’ which promotes better mental and physical health outcomes for New Zealand farmers. Campaign Development across all traditional media including National NZ TV, radio, OOH, Social Media and print. Other activity included Channel Planning, Creative Rollout, Paid Social Management.

Related work

Country Racing Victoria

As real as it gets

TV | OOH | Radio | Digital | Print

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