Description:

The haka is undeniably a cultural icon of Aotearoa. Recognised and revered around the world. But despite this, up until recently, the Guinness World Record for the largest haka was held by 4,028 performers in France. But under the leadership of Dame Hinewehi Mohi, the challenge was set to stand as a nation, and bring the haka home.

The attempt was about more than just reclaiming the record though. Haka is something that all of us in Aotearoa have a relationship to in one way or another. This was a chance for people of all nationalities to strengthen their connection with this taonga. And in the current political climate, it was also a chance for people to come together and unite through the joy of song and dance. Connecting with our culture, connecting with our bodies, connecting with each other, connecting with te reo, connecting with our identity.

With all of this in mind, we were approached to create the brand for Haka World Record.

We started with the whakapapa of haka. The origins of which can be traced back to Tānerore, the son of Hine-raumati (the summer maiden) and Tama-nui-te-rā (the sun). The shimmering atmospheric distortion of air rising from the ground on hot summer days is personified as Te Haka a Tānerore (Tanerore's haka).

The wordmark carries this effect, tying it to its origins. But it also carries the energy of the human body. The letterforms alive and invigorated, echoing swift movements that stomp the ground and reach up to the sky. Alongside that come the reverberation and amplification of sound through repeated line.

On top of all this, we were very much aware of a common mistranslation; that of haka being strictly a war dance. When in fact, haka is much more than that. It is a dance about the celebration of life. It is used in many situations, and can express the full spectrum of emotions. In order to get closer to the true meaning of haka, we adopted an unconventionally lively colour palette to expand out from the embedded stereotypes.

There was a strong preference from the start to create something simple and iconic to carry this kaupapa. The strategy of putting the power into a mark that was both name and image was efficient and direct. And heroing the word itself meant we would resonate with both a domestic and international audience.

Alongside the brand elements, a set of hero photos were created, and the brand was rolled out nationally across all communications, merchandise, and the event itself.

On Sunday 29th of September at Eden Park, people from all backgrounds and ages stood as a nation and bought the haka home to Aotearoa. It was broadcasted internationally, celebrated widely, and listed as one of BBC's Happiest Stories of 2024.