Pead wins Excellence in Marketing at the YouTube NZ Marketing Awards 2025

Sarah Munnik, Hinewehi Mohi and Deborah Pead at YouTube NZ Marketing Awards 2025

4th September 2025

We are beyond proud to share that our campaign for the Raukatauri Music Therapy Trust (RMTT) has taken home the Excellence in Marketing Award for Not-for-Profit. 

This win celebrates a campaign that was not only about setting a record, it was also about uniting a nation, protecting cultural integrity, and raising funds for a cause that changes lives every day. 

On 29 September 2024, more than 10,000 New Zealanders came together at Eden Park to take part in a GUINNESS WORLD RECORDS™ attempt for the World’s Largest Haka, reclaiming the title from France. With pride, strength, and deep respect for Māori culture, we brought the record home, and in doing so, rallied support for RMTT’s life-changing music therapy services at a time when funding cuts threatened their future. 

Pead Partner Sarah Munnik said “The campaign achieved more than visibility. It drove meaningful impact: raising essential funds, igniting conversations around cultural ownership, and even prompting Guinness World Records to update its global guidelines to ensure that only Māori can lead haka record attempts. 

“It was a massive team effort on an unprecedented scale and we couldn’t be prouder of our contribution in bringing creativity and purpose together to make history.”  

“A special thanks to Dame Hinewehi Mohi and Deborah Pead for the brave and bold idea and for their tireless efforts in leading this campaign,” adds Munnik.  

“And congratulations to all our partners on our history-making campaign: Raukatauri Music Therapy Trust, Cornerstore, Inside Out Productions, Ballyhoo, Extended Whanau, Eden Park and Go Media. 

“Together, we proved that when Aotearoa unites, we don’t just break records. We make history.”