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In Crazy We Believe
Our history with the America’s Cup team, during which Emirates Team New Zealand has used innovation to beat the world or learn through failure.
Toyota New Zealand’s new campaign supporting its 28-year relationship with Emirates Team New Zealand supports a ‘crazy’ journey.
The launch of the team’s first foiling monohull, the ‘Te Aihe’, last year was the perfect platform for Toyota to launch the new campaign, which you will see running throughout the defence of the Cup in March 2021.
From the first of the fibreglass boats 32 years ago to the creative edge the cyclors brought to Bermuda, New Zealand’s America’s Cup record and involvement have been nothing but edgy and innovative.
Innovation is set to continue in 2021 with a 75-foot (23-metre) foiling monohulls. As a major sponsor of Emirates Team New Zealand for the past 28 years, Toyota is set to continue celebrating the stories of Kiwi innovation, guts, catastrophe, courage, resilience and ultimately belief.
A series of ads running across media channels is unpacking the various iterations of the boats throughout the America’s Cup campaigns – all with a thread of ‘crazy’, be that in the edgy design, innovations that flopped, game-changing hulls or plain Kiwi ingenuity.
The idea is to provide a positive celebration of all the crazy ideas that have given us so much success throughout the America’s Cup’s history.
The crazy idea of imagining a catamaran as a foiling yacht. Putting cyclists on a boat. And reimagining a single-hull yacht for 2021.
The ideas we have are a bit crazy.
While they’re daring and fun, they also say a lot about us Kiwis.
We’re wired differently from others. We lean in to risk, innovate as a matter of necessity, and take chances as a matter of habit.
This sets us apart from the world. Which is why we often end up beating it.
In crazy we believe. We’d be mad not to.
The America’s Cup is the oldest and most coveted sporting trophy in the world, and it makes an emphatic statement about a nation’s technology and innovation. New Zealanders recognise that Emirates Team New Zealand carries the nation’s reputation when it contests the Cup on the world stage. There is no other sporting achievement that brings our country together with a collective sense of national pride as much as doing well in the America’s Cup.
We’ll be bringing you more updates in the coming months as we defend the Cup.