Spark launches new ‘Hello Tomorrow’ brand positioning and campaign via Colenso BBDO
Technology can do many things. But it’s when it gets into the hands of people that it becomes the ultimate creator of opportunity, allowing us all to take a shot at the things that are important to us. This is the premise for Spark’s launch of its new brand positioning, Hello Tomorrow, developed by Colenso BBDO.
The integrated launch campaign is currently airing, beginning with film. The film 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.
Says Sarah Williams, brand experience lead, Spark: “Spark’s purpose is to help all New Zealanders win big in a digital world. We see technology as the greatest equaliser, by 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.”
Says Si Vicars, CCO, Colenso BBDO: “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. 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.”
Says Lucy Cole, managing partner, Colenso BBDO: “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.”
Client: Spark
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
21 Comments
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I saw the same ad last week from One
Much better message then the One one.
Someone must’ve printed off the One script with Spark’s name on it. Press C to Cancel the job. Thanx.
the rough cut hype reel?
….bet not one of you have produced the creative impact Vicars has had on this industry, yet here you all are with your bitter bile.
Great creatives are often involved in ads that are just out of their control. Over-planned, too many chefs client side etc etc. Critiquing this ad isn’t critiquing Si. Everyone knows he’d do something better if he had full autonomy.
One NZ is prettier but Spark is smarter. One is an easy watch and doesn’t ask too much from people but doesn’t have the emotion of the ugc moments. Great to see the big telcos making big work
Are we talking about the One script from the phone’s POV? If so, I don’t see the similarities.
I think this has more of an emotional impact than the One execution.
Didn’t stop me leaving Spark for One
My ‘creative impact’ has been moving from A4 black & white portrait and landscape to A3 colour.
I then moved on to doing heavier stock.
When it’s thicker and wider it hurts at first, but you eventually get used to it, almost enjoying it.
My switch to digital was huge. I gave the Brother fax machine a real run for its money. We were mortal enemies.
Now I can scan and send to email. A game changer.
I never copied. I always was original. Unlike this campaign.
No disrespect to DDB or Colenso but this is a crazy coincidence just a week apart. The ‘watching you through your device’ creative direction is EXACTLY the same. I think since One got there first Spark should’ve seriously reconsidered running this. Hard to see how it’ll work for them now.
And @Hey 4 comments, this is no slight on Vicars, it’s just a really poor timing.
It made me feel something. Tick.
Effectively the same movie, each one hit the big screen within weeks of one another.
Deep Impact grossed over $349.5 million worldwide on an $80 million production budget (4.4 x ROI)
Armageddon made $553.7 million worldwide on a $140 million production budget (3.9 x ROI)
Which one do we remember more?
2degree’s, you’re next
Spark/One/Two offer a commodity product.
The only real difference is price, and maybe a little bit of speed.
So, in a commodity market, why would Spark put an ad out that makes their offering look pretty similar to their biggest competitor?
If it were me I would’ve taken the loss and canned the ad.
But the biggest question I have as a consumer is ‘Why should I choose Spark over the others?
At present all three companies haven’t got a single competitive advantage over each other.
This isn’t an issue an ad can solve. This is a Board level decision.
Spark is just another indistinguishable telco. This as fails to persuade me they’re different. And, isn’t that why we are here?
Just prefer the feel of it. Less worthy.
Ridic that both telcos doing the same idea though.
Neither execution went ‘there’….
Lol
Isn’t this just a slightly shorter version of every Google ‘year in review’ vid from the last 10 years?