The first brand campaign from Kiwi sports streamer Spark Sport urges viewers to see sport differently by understanding that in-match moments affect more than just the game itself, but can also affect cultures, family, lifestyles, rules and trends.
For Spark, the creative suggests that sport isn’t just about big moments from big stars in big games, but that it is also about attitude and culture in order to position the online broadcaster as ‘the entertainment provider that sees sport differently’ and the work challenges viewers to ask themselves how they see sport.
Spark Sport, a New Zealand sports streaming service launched in 2019 and owned and operated by telco Spark (formerly Telecom New Zealand), created the campaign in harness with agency Colenso BBDO.
The marketing burst launched 16 January on TV and across social, digital and online channels and was led by a 30-second hero ‘See Sport Differently’ spot. Helmed by Director Vince McMillian and packs a punch with high energy levels injected through layered scenes of sporting action showcasing the cause and effect sport has on the identity of a single family – as seen primarily through the eyes of the youngest son.
“Sport is so much bigger than just what happens on the field or during the game. Its influence on identity, connection and culture is undeniable,” explained Colenson BBDO Strategy Director James Tucker. “It’s exciting to see Spark Sport capture this and bring it to life.”
Spark Sport Marketing Lead Chae Blewitt added:“Sport fandom and consumption is constantly evolving and as a broadcaster, it’s our responsibility to evolve with it. ‘See Sport Differently’ represents our commitment to all New Zealand sports fans, to provide a platform to see sport on their terms. We’re really excited to continue to build on this brand position during a huge year of sport in 2022.”
The campaign was created for Spark Sport Marketing Head Chae Blewitt by a team at agency Colenso BBDO led by James Douglas and Emma Kershaw.
The production company was Reel Factory with Director Vince McMillian, Producer Gareth Williams, Editor Phil Gow, Animator Gino Valencia and VFX Engineer Leon Senf, plus sound design by Franklin Rd.
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