Description:

Spark, New Zealand’s largest telco, identified a unique creative opportunity to connect with New Zealanders through their greatest shared passion: entertainment. Remember when all you could do on your mobile phone was call and text? Today your phone is the portal to all the entertainment you love. Now, you can binge a show in your shower, join a pop star’s top 0.1% of listeners from the ferry, or dominate a global video game from your daily bus ride.

In the history of everything, there’s never a better time to be into entertainment.

This core thought underpinned the entire design process for the entire campaign. This campaign doesn’t just celebrate entertainment fandoms but speaks their visual language. To resonate authentically, we had to design not from the outside in, but from deep within the culture of each entertainment genre.

The design challenge lay in transforming the Spark identity to feel native in vastly different entertainment spaces without losing coherence or brand recognition. We created a flexible design system where the Spark logo could morph and adapt to distinct fandoms while maintaining a core visual thread.

This required an ambitious creative approach, blending a multitude of styles and techniques across every execution. Original sequences were hand-drawn frame by frame to honour the craft and emotion of anime. An entire 3D candy world was modelled and detonated in a rich, satisfying explosion to evoke the chaos and joy of Candy Crush. We even created a nictitating membrane to bring to life the eye of a Westerosian dragon.

Each execution was more than themed, it was genre-accurate. The result was a bold, visual-led campaign that didn’t feel out of place beside Game of Thrones or A-ha’s ‘Take On Me’. Instead of asking fans to come to us, this campaign showed up where fans already were.