Spark has paired with Kiwi documentary maker and journalist David Farrier in its latest campaign, which celebrates Spark’s 5G innovation.
The first 30-second spot is called ‘What’s your driverless car?’ and shows people staring as a driverless car goes past (which it turns out Farrier is riding) as a voiceover from Farrier explains how 5G will open up opportunities for many New Zealand businesses and enable transformative technology like driverless cars. It uses the 5G connected driverless car as a real-life metaphor to showcase the technological possibilities that 5G will bring to businesses.
The second 30-second ad has Farrier facilitating a conversation with Emirates Team New Zealand around how 5G will advance its Americas Cup prospects, with the interview taking place in the driverless car.
While the 30-second spots are the bite-sized versions of the campaign, they are actually part of mini-feature length explorations of what 5G can enable in the future. The two longer videos see Farrier talking to FinTech company Paymark, and non-profit Patience Project about how they see 5G benefiting their businesses.
Spark brand experience lead Sarah Williams says the driverless car campaign will tell both practical and visionary stories across the duration of the campaign.
“Spark wants to be a key enabler of innovation by collaborating with some of our best and brightest New Zealand businesses,” Williams says.
“Kiwi businesses need to start thinking and talking about what their driverless car is and what their 5G future might be. It was great working with such a respected journalist like David Farrier, to really be able to tell engaging stories around 5G and kiwi businesses. The content series is hosted on the Spark Lab website, which gives business owners access to thought leadership, practical tools, insights and industry leading events.”
The campaign will include a mix of above the line content including a TVC, AV social content, online, and out of home marketing placements.
Client: Spark NZ - Sarah Williams, brand lead. Olivia Wright, brand partner
Creative Agency: Shine Limited - Annabel Pitkin, GM. Chris Schofield, executive creative director. Matt Simpkins, creative director. Kate Gilmour, business director. Nick Barnes, executive producer
Film production: Flying Fish
Photographer: Steve Boniface