Reflecting on the Matatini Campaign
In the early part of 2023, before the formation of Mura, and during my time at Stanley St, we had the esteemed opportunity to work on the Matatini campaign for Tātaki Auckland Unlimited. The word 'privileged' is often tossed around on social media these days, sometimes as mere filler. But in this context, I use it with sincere conviction. Few things have contributed more to the preservation, revival, and celebration of our culture than Kapa Haka. It serves as a 'gateway' to the reclamation of language and identity. But calling it an activity doesn't do it justice; it's a vibrant subculture, with Te Matatini as its zenith. Every year, seasoned performers return to the papa tū waewae (stage), joined by newcomers making their long-awaited debut at Te Matatini. Among the supporters, thousands of young fans eagerly await their turn to take the stage, inspired by their heroes.
Strategically, Kapa Haka has fostered unity among iwi and hapū, drawing people back to their hometowns from the cities, strengthening connections to their iwi, hapū, and marae identities. The significance of Kapa Haka is profound, and contributing to the promotion of Te Matatini, even in the smallest way, is a true honour. You can find a detailed case study including cool video on the Stanley St website, but I'd like to highlight a few memorable moments:
01: Haka is Life
We introduced some of the Stanley St team, unfamiliar with Kapa Haka, to a practice session at Westlake College. It was a nostalgic experience for me, as Kapa Haka was a vital part of my school years. The noho marae, the whanaungatanga, the relentless practice! Conversations with alumni who returned as kaiako to prepare the group for competitions revealed a sense of duty to give back to something that had enriched their lives. They emphasised how Kapa Haka had instilled values and skills they continue to apply throughout their lives.
02: Collabs with the Best
We had the chance to work with some of the world's top performers from Ngā Tūmanako and Hoani Waititi. Witnessing their professionalism and skill was awe-inspiring and added another layer of privilege to our experience.
03: Adaption & Creativity
Faced with unexpected budgetary and licensing challenges, our original plans for bus stops and street posters with audio, had to be altered. This obstacle turned into an opportunity to infuse the campaign with humour, making it more relatable to a wider audience. It’s also key to recognise that Te Ao Māori is not just a tourist’s view of who we are, it’s many different shades, including humouor. This is further explored in our blog post, "Māori Culture in Advertising."