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Want to know what makes the All Blacks the most successful international team in existence? It’s the legend. It’s the idea that when you pull on that black jersey you have a duty to uphold the dynasty forged by generations gone by. It’s what inspires the next generation. Like 10-year-old Bailey Paki, who’s drawn up a 16-year plan to win a Rugby World Cup. He’s intent on joining the legend. So we decided to help keep his dream alive.

In our latest campaign for Weet-Bix, Saatchi & Saatchi New Zealand teamed up with All Blacks’ captain Richie McCaw and a few teammates to give Bailey the surprise of his life. Pretty sure the last thing a 10-year-old expects when he rocks out of bed in the morning is to find some All Blacks at his kitchen table.

If you’ve never heard of the term ‘laidback Kiwi’ then you’ll get a fair idea it’s a trait bred young. Bailey’s reaction is the classic disbelief, followed by ‘keep it cool’.

But you know as he runs around with his mates in his newly developed backyard field that it’s a moment he’ll never forget. It’s a moment that will cement his desire to be an All Black. It’s more than a memory for Bailey. It’s a reminder that Nothing Is Impossible. He’s got a plan. His plan to achieve greatness. His plan is to win.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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