The New Zealand Olympic Committee and Saatchi & Saatchi have released their new brand platform - Earn the Fern. The first iteration is an integrated campaign supporting the athletes of the 2018 Olympic Winter Games that opened on Friday 9th February in PyeongChang, South Korea.
The campaign consists of a social content series and out of home, including a special build in central Auckland, and tells the story of what the athletes have done to get to the top of their profession and earn the privilege of wearing the Fern.
Earn the Fern features the stories of skier Janina Kuzma, snowboarder Zoi Sadowski Synott, ski cross athlete Jamie Prebble and Bruce Wells, father and coach to the Wells brothers, three of whom will be competing.
An athlete’s manifesto, which they helped to write, captured what wearing the Fern means to them, “The Fern is far more than a just a logo or a trademark. The Fern is where courage, conviction and composure meet…the Fern is our guide…we don’t just want to wear it. We want to take it somewhere it’s never been before.”
New Zealand Olympic Committee’s Commercial Director Sharon van Gulik said, “The brief was to build an over-arching campaign for our 2018 Games that spoke to the unique audiences and athletes competing at each Games. Our Olympic Winter Games campaign kicks off the first of these, with stories from our small but dynamic New Zealand Team.”
Toby Talbot, Chief Creative Officer of Saatchi & Saatchi added, “It has been a real honour to partner with the New Zealand Olympic Committee and our Winter Olympians in the creation of this campaign. Each athlete’s story is unique, but what they all share is a deep pride in the Fern. The fearlessness it takes to do what they do is truly inspiring.”
Watch three of the stories here:
Zoi Sadowski Synott: https://www.facebook.com/nzolympicteam/videos/10154978029395213/