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 community and was held in practice.
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 community and was held in practice.
Digital access is often framed through infrastructure and systems.
For rangatahi, it is immediate:
access to education
connection to community
the ability to participate fully in everyday life
The 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.
Key elements included:
Rangatahi Voice
Young people were centred as speakers and contributors — not positioned as subjects, but as those shaping the future through their iniaitives.Live Platform
A large-scale public event bringing together performance, kōrero, and national broadcast — creating a shared moment of attention.Narrative Direction
Shaping the work around lived experience rather than abstraction — allowing the complexity of digital inequity to be understood through people.Collective Development
Working alongside Mauwai, and with leadership from Katharine Atafu-Mayo and Grayson Goffe, to ensure the work was held in a way that reflected community realities and relationships.
The focus was not just on delivery, but on how the work was built — and who it was built with.
Digital access is often framed through infrastructure and systems.
For rangatahi, it is immediate:
access to education
connection to community
the ability to participate fully in everyday life
The 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.
Key elements included:
Rangatahi Voice
Young people were centred as speakers and contributors — not positioned as subjects, but as those shaping the future through their iniaitives.Live Platform
A large-scale public event bringing together performance, kōrero, and national broadcast — creating a shared moment of attention.Narrative Direction
Shaping the work around lived experience rather than abstraction — allowing the complexity of digital inequity to be understood through people.Collective Development
Working alongside Mauwai, and with leadership from Katharine Atafu-Mayo and Grayson Goffe, to ensure the work was held in a way that reflected community realities and relationships.
The focus was not just on delivery, but on how the work was built — and who it was built with.
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. Recognised with the 2022 Pressie Award for Best Event or Experiential Campaign, ALL IN set a new standard for how organisations can align purpose with meaningful action.
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. Recognised with the 2022 Pressie Award for Best Event or Experiential Campaign, ALL IN set a new standard for how organisations can align purpose with meaningful action.
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