ALL IN
Client
Spark
Year
2024
Summary
A national campaign and live event designed to address digital inequity — creating space for rangatahi to speak, be heard, and shape the conversation.
I contributed across concept development, cultural framing, and creative direction — working with Colenso BBDO, Spark New Zealand, and Mauwai to shape the campaign and its public expression.
This included:
Developing the core idea and narrative approach
Supporting the integration of rangatahi voice within the work
Contributing to live event direction and delivery
Holding alignment between partners, creative teams, and community
This work was developed in close collaboration with Mauwai, with key leadership from Katharine Atafu-Mayo and Grayson Goffe, whose roles were critical in shaping how the work engaged with young leaders, their communities and was held safely in Moana Based Kau-creation practices.
I contributed across concept development, cultural framing, and creative direction — working with Colenso BBDO, Spark New Zealand, and Mauwai to shape the campaign and its public expression.
This included:
Developing the core idea and narrative approach
Supporting the integration of rangatahi voice within the work
Contributing to live event direction and delivery
Holding alignment between partners, creative teams, and community
This work was developed in close collaboration with Mauwai, with key leadership from Katharine Atafu-Mayo and Grayson Goffe, whose roles were critical in shaping how the work engaged with young leaders, their communities and was held safely in Moana Based Kau-creation practices.
Digital access is often framed through infrastructure and systems.
For our rangatahi today, they have realised how immediate it is.
Our rangatahi leaders are already developing:
access to education
connection to community
the ability to participate fully in everyday life
As a result of not waiting around for tech companies to create solutions for their whānau, hāpori, and Hapū
Our challenge was to move beyond a top-down campaign model and create something that reflected lived experience — shaped with the people it was for.
ALL IN was developed as a national campaign anchored by a large-scale live event at Spark Arena, alongside a nationwide livestream.
The work was built through collaboration with Mauwai, ensuring the approach remained grounded, relational, and accountable to a process of equity.
Digital access is often framed through infrastructure and systems.
For our rangatahi today, they have realised how immediate it is.
Our rangatahi leaders are already developing:
access to education
connection to community
the ability to participate fully in everyday life
As a result of not waiting around for tech companies to create solutions for their whānau, hāpori, and Hapū
Our challenge was to move beyond a top-down campaign model and create something that reflected lived experience — shaped with the people it was for.
ALL IN was developed as a national campaign anchored by a large-scale live event at Spark Arena, alongside a nationwide livestream.
The work was built through collaboration with Mauwai, ensuring the approach remained grounded, relational, and accountable to a process of equity.
The result is a redefinition of what community engagement and internal activation can be for Aotearoa’s largest telecommunications provider — embedding equity, participation, and accountability at the centre of both culture and strategy.
Following the event our rangatahi continued to lead, presenting a petition to parliament to include closed captions on all Govt funded media, establishing a donation and buy back tech waste management system in key retail environments, and an ongoing mentorship programming with the NASA.
ALL IN was recognised in the 2022 Pressie Award for Best Event or Experiential Campaign, and set a new standard for how organisations recognise future leaders and intergenerational co-designed solutions.
The result is a redefinition of what community engagement and internal activation can be for Aotearoa’s largest telecommunications provider — embedding equity, participation, and accountability at the centre of both culture and strategy.
Following the event our rangatahi continued to lead, presenting a petition to parliament to include closed captions on all Govt funded media, establishing a donation and buy back tech waste management system in key retail environments, and an ongoing mentorship programming with the NASA.
ALL IN was recognised in the 2022 Pressie Award for Best Event or Experiential Campaign, and set a new standard for how organisations recognise future leaders and intergenerational co-designed solutions.
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