Sparks flies

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Saatchi & Saatchi and Spark have unveiled their new brand platform, Never Stop Starting, over the weekend.

Following the company’s ‘moment in time’ launch day activities on Friday, the new retail brand, built to share Spark’s point of view on the world, started rolling out at the weekend through a multi-channel campaign including social, digital, TV, outdoor, radio, press and more.

The company is certainly determined to make a fresh start – not once, in a 500-word press release (embargoed till Saturday just gone) does the word Telecom appear.

Saatchi Creative Director/ECD-elect Corey Chalmers, said: “Spark itself is a whole new start. Starting is the only way to do anything great, and if there’s anyone great at just starting things, it’s New Zealanders.

“That nature of getting on with it, with optimism and forward progress, is exactly how we approached the making of the whole campaign with Spark and our agency partners. It’s been an awesome experience for a proud Kiwi like myself to work on.”

Jason Paris, GM Spark Home, Mobile & Business, said: “Becoming Spark is much more than a brand change – it is about recognising the fundamental changes that have taken place in our business, to better deliver for customers and New Zealand, and then taking those changes forward.

Never Stop Starting is the perfect platform to express what we’re all about – it taps into an amazing truth about New Zealanders and it’s also a great reflection of who we are as a business, and how we will operate in the future.”

The launch TVC depicts “an epic journey of transformation and possibility, following one central character as he morphs through different incarnations that dramatise the power of starting.”

In addition, a key pillar of the new brand is to ensure it not only delivers “amazing” value and services, but also seeks the best new technologies and products to help keep New Zealanders moving forward.

“As such,” says the release, “the launch campaign will tell the story of Never Stop Starting alongside communications about Spark’s growing, nationwide free WiFi network; an exciting new product for the SME marketplace; and a new customer rewards program  called Thanks – which is part of broader culture of appreciation and will be available to every single Spark customer, every day.

Teasers of the brand campaign have also been popping up around New Zealand over the last week through outdoor, online and on TV.


Executive Creative Director: Antonio Navas
Creative Director – Copywriter: Corey Chalmers
Creative Director – Art Director: Guy Roberts
Creative Director – Copywriter: Slade Gill
Creative Director – Copywriter: Jordan Sky
Creative Group Head – Art Director: Brad Collett

Business Director: Ben Fielding
Senior Account Director: Brendon McLean
Account Director: Anastasia Potter
Account Manager: Melanie Cutfield
Senior Brand Strategist: Janisa Parag
Senior Producer: Claire Kelly
Producer: Joshua Forsman

Production Company: Goodoil
Director: Michael Spiccia
Executive Producer: Juliet Bishop
Producer: Ben Scandrett-Smith
Cinematographer: Jeremy Rouse
Production Designer: Guy Treadgold

Editors: Jack Hutchings and Michael Lutman @ The Butchery
VFX Supervisor: Colin Renshaw @ ALT VFX
VFX Head of Production: Kate Stenhouse
Music Composition: Elliot Wheeler @ Turning Studio
Sound Design and Mix: Shane Taipari @ Franklin Rd
Photography: Fraser Clements
Animation: Jono Hamer @ Assembly

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