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Spark and Colenso BBDO refresh Kupu app in time for Matariki

Launched in 2018, Spark’s te reo Māori translation app Kupu, has recently been revamped just in time for Matariki. Supported by Colenso BBDO, this year, the app reveals nine Matariki stars in objects found in your home or neighbourhood.

Created alongside renowned Māori astronomer, Dr Rangi Matamua, the campaign helps New Zealanders better understand the connection between Maori astronomy and the physical world.

Throughout July, app users can find Matariki stars hiding in plain sight by taking a photo. After a star is found, audio of its origin story can be played in either te reo Māori or English.

The initiative is a combination of previous campaigns, Kupu, the te reo Māori translation app, and 0800 Matariki, a series of nine audio stories, one for each star within the cluster.

“We’re honoured to bring these nine Matariki stories to life in a new way by uniting them with Kupu this year. By utilising augmented reality (AR) anyone with the Kupu app can learn more about Matariki in the world around them,” says Spark Māori development lead, Riki Hollings (Ngāti Ranginui).

“Taking everyday objects and connecting them with the origins of Matariki is hopefully going to be a special learning experience for many Kiwis.”

Hollings says Spark see Māori culture as unique and something to be celebrated. The team also feels humbled to have worked with Dr. Rangi Matamua, who ensured the campaign was guided in the right direction.

Colenso group executive creative director, Dan Wright, says the Matariki stories are a massive part of what makes New Zealand special and it is a privilege to be helping more Kiwis reconnect with them.

“We launched Kupu in 2018 to make it easier for New Zealanders to learn a little te reo Māori every day. And now we’re incredibly excited to use it to help share the amazing stories of the Matariki stars.”

Credits

Client: Spark

Client: Caitlin Hayns, Social Brand Partner

Client: Riki Hollings, Māori Development Lead

Creative Agency: Colenso BBDO

Media Agency: Spark and PHD Media

Any other partners: Dr Rangi Matamua

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