William 'Waiirua' Cribb captured social media audiences this year with his futuristic eyewear, popular catchphrases and distinctive dance moves.
Cribb has made a name for himself in both the music industry and on social media.
The Fielding native told Nine to Noon his dance moves and catchphrases originated from his work with children at Oranga Tamariki.
"They didn't use to enjoy listening to anybody but they caught on to all the moves I was doing."
Childhood friend and All Black halfback Aaron Smith started emulating his dance moves and they quickly spread through rugby circles.
"I see all the All Black boys doing it and all of a sudden everybody's getting amongst it and enjoying it and having some fun."
In recent times he's produced music with singer Vince Harding and had a starring role in last month's police recruitment videos.
His distinctive futuristic eyewear is selling out around the globe and he has social media reach of 1.5 million people a week.
However, the message he wants to spread through his William Waiirua persona is that of empowerment.
With the pressures of social media and focus on appearances - he said he wanted kids to just be themselves.
"I don't mind being an idiot and make myself look silly just to portray, 'You can just be yourself and enjoy life.'"