Colenso BBDO 52 Play
Creative DirectorsNick Worthington, Levi Slavin, Dan Wright, Mike Davison
Team MembersMatt Barnes, Dean Pomfrett, Charlie Godinet, Rob Graves, Josh Hart-Vrijkotte, Codee McDonald, Piers Bebbington, Renata Gordon, Ryan Butterfield, Ning Zhu, Jin Fellet, Scott Chapman, Natasha Gill, Payton Cox, Ashlee Harris, Tennille Barnes, Claudio Varoli-Piazza, Lizzie McCollum, Anna Markova, Joe Carter, Emad Tahtouh, Andy Timms, Cara Szabo, Hamish Pain, Tom Bremner, Patrick Barnes, Paul De Groot, Troy Goodall, Geraldine Turney, Jason King, Kate Roydhouse, Ben Dailey, Mark Albiston, Shelley Farthing-Dawe, Luke Haigh, Pete Ritchie, Pete Circuitt, Shane Taipari, Kim Baldwinson, Lakshman Anandanayagam, Patrick Killeen, Ryan Bird, Luke Urqhart, Cameron McColl
ContributorDr Emma Woodward
New Zealand's leading telco has the brand purpose of “Helping all New Zealanders win big in a digital world”, it’s never been more important for Spark to help kids use tech in a way that they can development into happy healthy humans – technology isn’t going away, it’s just about how we use it.
Spark wanted to offer a practical tool that helps parents have more positive conversations about digital in the home. And what better catalyst than the nation’s universal passion – rugby.
By tapping into Kiwi’s innate love with rugby, Spark hoped to get kids (and parents) away from their screens and outside playing.
In our film, 7-year-old Toby sits down to have a grown-up conversation with his favourite computer game character. The family have been discussing his screen time usage, and as a result, Toby stands up to his 12ft intergalactic battle robot by suggesting they spend some time apart in order to get a bit of balance. He exits the room with Play by Spark, a smart rugby ball Spark has been developing that helps families balance screen time and playtime.