WHAT A TIME
What a Time to Be Into It – a new brand platform for Spark, NZ’s biggest telco. Designed to sell some damn mobile phone plans.
Rather than talk directly at data allowances and Netflix access, we launched a full-scale integrated campaign with 15 wildly different mini-ads – each celebrating the unique, weird, wonderful things Kiwis are obsessed with.
F rom anime and gaming explosions to nostalgic pop culture and cult cinema; this work was about selling connection to what people love.
We made Spark the brand that gets it, the brand that powers all those niche interests coming to life on screen and in real life.
Strategically, the challenge was immense: creating a cohesive brand story while letting each mini-ad shine with its own creative voice. The result? A fresh, dynamic campaign that reinvigorated Spark’s brand presence, resonated deeply with younger audiences and almost killed us.
What a time!