Spark Play: Smart Rugby Ball for Balanced Childhood | Clapboard

Play by Spark

Description

Play by Spark is an innovative experiential campaign launched in New Zealand in 2019 for the brand Spark, crafted by the ad agency BBDO. Addressing the modern challenge faced by Kiwi families where children’s lives are increasingly dominated by technology, the campaign aims to promote a healthy balance between screen time and active play. Recognizing the fast-paced digital environment impacting New Zealand children’s upbringing, Spark partnered with Gilbert Rugby, Nakatomi, child psychologist Dr. Emma Woodward, and Colenso BBDO to develop a Bluetooth-enabled smart rugby ball. This pioneering product encourages children and families to engage more in physical activity while keeping technology as a supportive tool rather than a distraction. Currently in prototype stage, the smart rugby ball is undergoing trials with local families in New Zealand, allowing for real-world feedback and adjustment. The campaign’s message reinforces the importance of blending technology with traditional play to enhance children’s wellbeing and development. Through this approach, Spark positions itself not just as a telecommunications provider but as a brand invested in improving family life and promoting healthier, more active lifestyles for the younger generation. The campaign invites participation and awareness through its dedicated platform at spark.co.nz/play, encouraging families to join the movement towards balanced, playful living. Delivered in English and supported by one key media asset, Play by Spark stands out as a thoughtful and socially conscious initiative within the toys industry designed to reshape how technology and play coexist in the daily lives of children.

Credits

Client

Spark

Agency

BBDO, Colenso BBDO, New Zealand

Partners

Gilbert Rugby, Nakatomi, Dr Emma Woodward

Production House

Sweetshop

Director

Mark Albiston

Animation

Pete Circuit

Post Production

Creature

Sound

Franklin Rd

Photography

Troy Goodall

Media

PHD

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