Akuhata ‘perfect choice’ to front EIT campaign

Touch-Up: Akuhata Keefe receives some last-minute attention before filming for a promotional video in a new EIT campaign. Picture supplied

The face of EIT’s latest promotional campaign says the role has given him an opportunity to encourage younger generations to study further.

Akuhata “Augs” Keefe was just 14 when he won the role of Simeon in the Lee Tamahori-directed movie Mahana, an adaptation of the Witi Ihimaera novel Bulibasha: King of the Gypsies. The film starred Temuera Morrison and Nancy Brunning.

Akuhata has now fronted a promotional campaign for EIT, aimed at attracting new learners to the institute’s wide range of programmes.

The young actor is based in Auckland, but spent much of his youth in the Tolaga Bay area and regards Gisborne as his hometown. He says he was attracted to the EIT role because of where it was based.

“I had the audition on Zoom and when I read the description, I saw that it was based in the area I come from. I thought what better way to inspire people from back home to go and study.

“Studying helps you to expand your skillset. This one (the EIT role) meant a lot more to me than some other roles that I’ve done because I have younger siblings in Gisborne.

“What I took away from that was I felt like I was being a role model for my younger siblings and also my younger cousins and the younger generation below me.”

Akuhata comes from Ngati Porou, Ngati Whatua and Ngati Kahungunu and his marae are Hiruharama, Te Aowera (Ngati Porou) and Orakei (Ngati Whatua).

The EIT promotional video was directed and produced by Hawke’s Bay video production company Indelible. Company director Dan Browne together with brother and videographer Andrew, led a crew that included EIT screen production tutor Luca Castaldo and students Susanna Gray and Grant Hanson.

The video features Akuhata as a young man not sure of where his life is headed, who receives a phone call from his “future you” telling him how his life changed when he decided to study at EIT.

The slogan for the promotion is: “What will your future look like? Find your IT at EIT and discover what is in store for your future you. You will know it when you see IT!”

Akuhata has had a small connection with EIT in the past, having attended the Tairawhiti Trades Academy automotive programme at EIT’s Tairawhiti Campus when he was a student at Tolaga Bay Area School.

“That’s what I used to look forward to all week.”

EIT digital marketing adviser Leanne Harkness says Akuhata was the perfect choice for the advertising campaign.

“Not only does he come from our region and have an EIT connection, but he also epitomises our student body up the coast and is a well-spoken, down to earth guy, with a strong sense of whanau.

“He’s a lovely guy who just wants to be the best he can be, while following his passion.

“Any success is not just his though, it’s for his community and his family.

“This is why many of our students study at EIT,” she says.

“Akuhata oozes respect and maturity, he nailed playing both current and future self and we are thrilled with the end result. His parents should be super proud!” — Tihei Kahungungu