The archive · Advertising · Marketing decision · 2025–2026
It's Better With Spark: a quarter-car trip sells a telco's feeling
Spark dropped coverage claims for a surreal film of a quarter-car journey through New Zealand — and won the Film Craft Grand Prix at Spikes Asia 2026.
Spark New Zealand · Colenso BBDO · The Sweetshop
What it had to solve
Spark, New Zealand's biggest telco, had technical credibility — Opensignal rated its mobile network number one for coverage — but it needed an emotional story, not more charts. The launch of its new positioning, 'It's better with Spark', came in September 2025 as an integrated campaign led by a two-minute hero film, with a strong media focus on Auckland, Spark's biggest opportunity and the market where its competitor led.
How it works
Spark, New Zealand's biggest telco, had technical credibility — Opensignal rated its mobile network number one for coverage — but it needed an emotional story, not more charts. The launch of its new positioning, 'It's better with Spark', came in September 2025 as an integrated campaign led by a two-minute hero film, with a strong media focus on Auckland, Spark's biggest opportunity and the market where its competitor led.
Colenso BBDO wrote and The Sweetshop's Damien Shatford directed the surreal film: two friends drive, a phone mishap leads one to borrow the other's Spark phone, and the passenger section of the car splits off and carries her on an unexpected cross-country ride. The two-minute cut ran in cinemas from September 21, supported by 90, 60, 30 and 15-second versions, social assets, and a citywide out-of-home takeover with QMS NZ and PHD Aotearoa that turned Auckland purple.
The campaign gave Spark a feeling-based platform instead of feature talk, and juries noticed the craft. In March 2026, Spikes Asia awarded it the Film Craft Grand Prix among 164 entries, while Colenso BBDO was named Aotearoa Agency of the Year. The Sweetshop's film also won its direction category at Ciclope Asia Pacific 2026.
Why it lands
- The insight reframed the fight: Spark led on network quality, but its biggest market belonged to the rival, so the brand chose to compete on feeling.
- The surreal metaphor made an abstract promise tangible — a car splitting mid-drive says more clearly than any spec that life gets better on the network.
- Craft carried the idea: a two-minute cinema film by an award-winning director gave the positioning a weight that quick feature ads could not.
- One emotional platform stretched across every channel — cinema, cutdowns, social and a citywide purple OOH push — so the feeling repeated wherever Aucklanders looked.
What it did
The campaign gave Spark a feeling-based platform instead of feature talk, and juries noticed the craft. In March 2026, Spikes Asia awarded it the Film Craft Grand Prix among 164 entries, while Colenso BBDO was named Aotearoa Agency of the Year. The Sweetshop's film also won its direction category at Ciclope Asia Pacific 2026.
What you can take
When a rival leads on your home turf, fight for feeling, not features: one surreal film gave Spark a story people could retell across every channel and award jury.
Since then
The campaign's September 2025 launch rolled into an integrated push over the following months, including the Auckland-wide purple OOH takeover with QMS NZ and PHD Aotearoa in late October. Recognition peaked at Spikes Asia 2026 in March, where 'It's better with Spark' took the Film Craft Grand Prix from 164 entries and Colenso BBDO was named Aotearoa Agency of the Year; The Sweetshop's direction was also honored at Ciclope Asia Pacific 2026.
Sources
- Colenso BBDO named Aotearoa Agency of the Year at Spikes Asia 2026 with two Grands Prix
- Spark Unveils Surreal Brand Positioning 'It's Better With Spark' Via Colenso BBDO
- Car Breaks in Half, Sending Passenger on Surreal Journey in Colenso Work
- Spark NZ turns Auckland purple in new 'It's better with Spark' OOH work via QMS + PHD
- Spikes Asia announces its 2026 winners
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