AUCKLAND, NEW ZEALAND — Technology can do many things, but it assumes the role of the ultimate opportunity creator when placed in the hands of individuals. This enables them to take a shot at the things that are important to them.
This is the premise for Spark’s launch of its new brand positioning, “Hello Tomorrow,” which rolled out across the business earlier in the year. The integrated launch campaign went to air with a film, conceptualized by creative agency Colenso BBDO, that features a piece of technology pondering the unique ability of people to take a chance on a dream or passion. It also debuts Aubrie Mitchell, a breakout local musician, covering Rihanna’s “Diamonds” as its soundtrack.
The campaign spans outdoor, digital, and social media, with a larger initiative launching later this month, providing aspiring musicians with a chance to kickstart a career in music.
Sarah Williams, Spark Brand Experience Lead, said, “Spark’s purpose is to help all New Zealanders win big in a digital world. We see technology as the greatest equalizer, giving people the chance to be seen, heard, or chase what’s important to them. ‘Hello Tomorrow’ is our belief that technology creates chances. And when you feel you have a chance today, it changes how you see tomorrow.”
“A chance doesn’t seem like much, but it’s a powerful thing. A chance for a bedroom musician to be discovered, a chance to turn a passion into a business, or for a kid with dysgraphia to write down the stories in their head. Technology doesn’t guarantee success, but it can create the chances we need to shape the tomorrow we want,” said Si Vicars, CCO of Colenso BBDO. “Hello Tomorrow is a positioning that has been embraced right across the Spark business, and we’re so excited to see where it will take us.”
Lucy Cole, Colenso BBDO Managing Partner, concluded, “There is a real optimism to be found in realising you can pursue whatever you want to do. This work signals the beginning of new ways for Spark’s expertise and technology to enable New Zealanders as they chase what’s important to them. It has been an absolute pleasure working with our Spark partners to put this into the world.”
Agency: Colenso BBDO
Media Agency: PHD
Production Company: Finch
Director: Jae Morrison
Post-production: Fathom VFX / Creature Post
Colourist: Pete Ritchie
Editor: Simon Price
Sound Design: Shane Taipari @ Franklin Road
Music Licensing: Level Two
Music rearrangement: Mahuia Bridgeman Cooper