PROUD TO BE MĀORI

TitlePROUD TO BE MĀORI
BrandTE WHĀNAU O WAIPAREIRA
Product / ServiceTE WHĀNAU O WAIPAREIRA TRUST
CategoryG05. Cultural Insight
EntrantMOTION SICKNESS Auckland, NEW ZEALAND
Idea Creation MOTION SICKNESS Auckland, NEW ZEALAND
Media Placement MOTION SICKNESS Auckland, NEW ZEALAND
Production MOTION SICKNESS Auckland, NEW ZEALAND
Post Production MOTION SICKNESS Auckland, NEW ZEALAND

Credits

Name Company Position
Katene Durie-Doherty Te Whānau o Waipareira Client
Renee Solomon-Tauhinu Te Whānau o Waipareira Client
Fender Maeva Te Whānau o Waipareira Client
Richard Green Te Whānau o Waipareira Client
Sam Stuchbury Motion Sickness Creative Director/Director
Hilary Ngan Kee Motion Sickness Head of Strategy
Josh Hawke Motion Sickness Head of Media
Joseph McAlpine Motion Sickness Producer
Jordan Stent Motion Sickness Associate Creative Director/Photographer
Anna Maxwell Motion Sickness Art Director / Strategist
Will Macdonald Motion Sickness Creative
Jolin Lee Motion Sickness Editor
Freddy Riddiford Motion Sickness Creative Assistant
Ziga Zupancic Ziga Zupancic Director Of Photography
Alex Campbell Alex Campbell 1st AC
Cameron Bennett Cameron Bennett 2nd AC
Spencer Locke-Bonney Spencer Locke-Bonney Gaffer
Andrew Garfield Andrew Garfield Best Boy
Julian Wagner Julian Wagner LX Assistant
Sofiane Tib Sofiane Tib Sound Recordist
Guillermina Gentile Guillermina Gentile Hair & Make Up
Matic Prusnik Matic Prusnik Colourist
Matic Prusnik Matic Prusnik Colourist
BigPop Studios BigPop Studios BigPop Studios Sound Post
David Para David Para Original Music

Write a short summary of what happens in the film

'Proud to be Māori' is a film that interrogates the experience of being Māori (indigenous New Zealander) in contemporary New Zealand. Driven by stirring performance and waiata (song), the film acknowledges the challenges faced by Māori within a landscape of systemic racism and oppression, while celebrating the determination to rise above. Visually, we walk through an almost pedestrian collection of scenes - but it is this depiction of the everyday that lets us see what truly matters; he tangata he tangata, he tangata (it is people, it is people, it is people). An illustration of personal struggle, and personal triumph, ultimately underpinned by collective strength. A fearless call for Māori to be proud - to reshape and regain control of their own narrative; their cultural identity, their tikanga (customary way of life) and their whakapapa (genealogy). More than an ad for a brand, this is a campaign for the people.

Please tell us about the cultural insight that inspired the work

From the 1940s, many young Māori (indigenous people of New Zealand) left their place of birth and set off in search of work and adventure, lured by the bright lights of the big cities. This period is sometimes referred to as the second migration (the first being when Māori arrived on the shores of New Zealand). By 1986, an estimated 80% of Māori were in urban centres, and although most towns and cities offered opportunity for them, there were also some major difficulties – including discrimination, displacement, isolation and disconnection from iwi (family/tribal groups), tikanga (customary way of life) and te reo (language). This is the community Te Whānau O Waipareira serve, and raise up. When surveyed, most Māori (79%) said that non-Māori media negatively portray Māori all of the time or often. 'Proud to be Māori' is the antithesis of stereotype, creating space for Māori to proudly be Māori.

Links

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