Colenso BBDOPlay – Digital
Submission # 152
Digital Design – Toi Matihiko
Innovation – Technical
Impact – Social Good
Auckland, Tāmaki Makaurau
The effect of screen time on the overall wellbeing of our next generation is a growing international concern.
Whilst children’s brains are developing, mindless screen time directly correlates with an increase in multiple behavioural and mental wellbeing issues.
Spark, New Zealand's leading telco has the brand purpose of “Helping all New Zealanders win big in a digital world”, so it’s never been more important for Spark to help kids use tech in a way that they can develop into happy healthy humans – technology isn’t going away, it’s just about how we use it.
Spark’s brief was to conduct a technology-led experiment, to see if we could help parents have more positive conversations about digital in the home.
In partnership with Gilbert Rugby, Nakatomi, and child psychologist Dr Emma Woodward, Spark developed a smart ball for a nationwide experiment. Its aim: to help families balance screen time with active playtime.
Our comprehensive onboarding and weekly program with leading child psychologist Dr Woodward, set the tone for the experiment and helped participating families break down their digital balance goals in to achievable steps.
The experiment was amplified by a fully integrated branding and comms campaign that prompted the public to get involved, watch the families in Spark’s three part web series, learn balance tactics and help shape the future of Spark Play. Spark Play is part of Spark’s wider initiative in helping children build a healthier relationship with technology.
It’s part of Spark’s brand responsibility to ensure that technology doesn’t cause problems, but instead, helps find solutions. And as technology isn’t going away, we need to help our kids use it in a way that they can develop into happy healthy humans.
This thinking inspired a tech-led experiment that helped kiwi families have more positive conversations about digital in the home, and what better catalyst than the nation’s universal passion – rugby.
While the experiment itself may only successfully impact a small number of New Zealanders, the supporting TTL campaign helped us reach the whole nation. The campaign also proved the need for Spark to continue playing an active role in helping kiwi families build a better relationship with technology.
A custom-made smart ball connected to an app where the parent could monitor the child’s screen usage, and set goals, while kid-mode allowed the child to see how much screen time they had left, and check out their achievements. Through machine learning the smart ball could also detect float passes, spin passes, place kicks, drop kicks or punts. As a result, the technology gamified active play. Our comprehensive on-boarding and weekly program with Dr Woodward, set the tone for the experiment and helped participating families break down their digital balance goals into achievable steps.
A triangular play symbol was the anchor point for the play design system. From the A of the wordmark to opposing triangle ‘egg’ timers in-app, rotating triangle processing icons and the ball graphics formed by scaled and repeated triangles forming the.
Play needed to be unmistakeably from Spark. Using the Spark core colour palette and font family was essential to achieve this.
References the play button
● Can be textural / pattern
● Forms a fulcrum/pivot for balance
● Forms an hourglass / timer
"Ahead of the game with the level of sensory technology used.
The crossover of a hardware solution towards a software problem is quite elegant. Again this project is a testament that New Zealand designers truly can tackle real-world problems with the out of the box thinking. More than ever when utilising the latest technologies.
Aside from the digital aspect, the campaign that was delivered alongside it had an excellent tongue-in-cheek tone that was delivered in a nonchalant way. Overall a highly impressive display of collaborating research, innovation and creativity in a well-executed package."
"An innovative response to a growing issue."
Credits & Collaborators: ColensoBBDO - Creative Chairman: Nick Worthington, Chief Creative Officer: Levi Slavin, Executive Creative Director: Dan Wright, Creative Director: Mike Davison, Head of Digital: Matt Barnes, Head of Design: Dean Pomfrett, Senior Art Director: Charlie Godinet, Senior Copywriter: Rob Graves-Morris, Junior Designer: Josh Hart-Vrijkotte, Art Director: Codee MacDonald, Managing Partner: Piers Bebbington, Group Business Director: Renata Gordon, Senior Business Director: Ryan Butterfield, Senior Business Director: Ning Zhu, Business Manager: Jin Fellet, Head of Integrated Production: Scott Chapman, Head of TV: Natasha Gill, TV Producer: Payton Cox, Integrated Producer: Ashlee Harris, Head of Digital Production: Tennille Barnes, Senior Digital Producer: Claudio Varoli-Piazza, CX Strategist: Lizzie McCollum, Technical Lead: Anna Markova, Communications Director: Joe Carter, Producer, Ashlee Harris, Photographer, Troy Goodall, Photographer's Producer, Gerardine Turney, DOP, Shelley Farthing-Dawe, Editor, Luke Haigh, Colourist, Pete Ritchie, Editor, Luke Urquhart, Content Creator, Cameron McColl, Illustrator: Ryan Bird, Spark - Tribe Lead Brand Experience: Sarah Williams, Domain Chapter Lead, Brand: Hannah Bay, Product Owner, Brand, Ingrid Bennie, Brand Lead Partner, Frith Wilson-Hughes, Nakatomi - Creative Technology Company: Nakatomi, Director of Technology: Emad Tahtouh, Creative Director: Andy Timms, Project Manager: Cara Szabo, Lead Developer: Hamish Pain, Developer: Tom Bremner, Hardware Engineer: Patrick Barnes, Electronics Engineer: Paul De Groot, Other contributors/Project partners: - RT PARTNER: Gray-Nicolls Sport Limited (Gilbert), Child Psychologist: Dr Emma Woodward, The Child Psychology Service, Outdoor Provider: JCD & QMS, Retoucher: Jason King, SixtyFour, Production Company: Sweetshop, Production Company Executive Producer: Kate Roydhouse, Sweetshop Production Company Executive Producer: Ben Dailey, Sweetshop Director: Mark Albiston, Sweetshop Animation & VFX Supervisor: Pete Circuitt, Studio Local / Sweetshop Sound Design: Shane Taipari, Franklin Rd Post Producer: Kim Baldwinson, Creature Post Post Director: Lakshman Anandanayagam, Creature Post Animator: Patrick Killeen, Creature Post
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