Sophie Pascoe shares what fuels her desire in latest Rebel Sport campaign via Ogilvy NZ

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Screen Shot 2017-02-21 at 8.01.34 am.jpgA devastating accident at just two years old would have been challenging enough for most people to overcome. But it is this very event that has fuelled Sophie Pascoe’s desire to challenge herself. From a win in the pool against her able-bodied peers to years of tenacious training, every ounce of her focus, energy and determination is on winning. This is how Sophie Pascoe has risen to the highest level of achievement across all swimming disciplines, making her NZ’s most successful Paralympian ever.

The latest instalment of Rebel Sport’s ‘What’s Your Why?’ campaign via Ogilvy & Mather Auckland, focuses on the single, gripping reason that has driven Pascoe’s success, demonstrating to Kiwis what is possible and motivating them to get up and chase their goals. This most recent film follows on from the story of All Black, Malakai Fekitoa, which had an unprecedented level of engagement for Rebel Sport and was ranked one of the top 25% of all global retail campaigns by Google.

Says Regan Grafton, ECD, Ogilvy: “When looking for an athlete who could continue the momentum created by Malakai’s film, and motivate New Zealanders to chase their goals, we couldn’t think of a better fit than Sophie. It is impossible not to be inspired by her story and what she has overcome.”

Ogilvy again collaborated with world famous sports motivation speaker, Eric Thomas, who also narrated the ad, to explore the highs and lows of Sophie’s life and what elevated her to the world stage at just 15 years old. Winning four medals at the Beijing Paralympics, making her New Zealand’s youngest athlete at that Paralympics, and the youngest ever New Zealander to win a medal. That shared moment with her family, as she received her first gold medal, also giving Sophie and her Dad a sense of closure after the accident all those years ago.

Says Pascoe: “I am humbled to be able to help build a profile for disabled athletes, as I believe I can be an inspiration to the challenges athletes face rather than the disability. For me, being a World Champion has helped define me rather than letting my disability define me.”

Rebel Sport has partnered with a number of New Zealand sporting greats over the years, including Christian Cullen, David Tua, Sonny Bill Williams, Cory Anderson and most recently Malakai Fekitoa.

Says Rod Duke, group managing director, Rebel Sport: “This is the first time Rebel Sport has had a female lead in a major campaign, reflecting the strength of women’s sport in New Zealand today. We were very excited to work with Sophie. She is an inspiration to all sportspeople and epitomises what can be achieved when you have a powerful ‘why’.”

Women’s sport is at an all-time high in New Zealand, and this film is an acknowledgement of the strength and success of NZ women on the world stage. The 2017 Halberg Awards, recognising Olympic and Paralympic success, with Lisa Carrington winning the Halberg Supreme Award and Sophie Pascoe, the Sport New Zealand Leadership Award.

Ogilvy also partnered again with director Dave Ma from Finch, to bring Pascoe’s emotionally charged story to life. This film, the latest to be released as part of the ‘what’s your why?’ campaign.

Executive Creative Director – Regan Grafton

Senior copy writer – Anne Boothroyd

Senior art director – Gaelyn Churchill

Narrator – Eric Thomas

Planning Director – Ben Fielding

Group Account Director – Susan Browne

Account Director – Daniele Lowe

Agency Producer – Amanda Kabel

Photographer – Jamie Wright

Film Company – The Finch Company

Director – Dave Ma

Executive Producer – Karen Bryson

Producer – Jimena Murray

DOP – Marty Williams

Editor – Nathan Pickles

Post Production Visual Effects; Martin Spencer & Gonzalo Deza

Ogilvy Audio Voiceover recordings – Ryan Dickinson

Sound – Liquid Studios

Sound Design – Craig Matuschka

Music Composition – Pete Van der Fluit

Music Producer – Tamara O’Neill