Colenso BBDO, PHD Aotearoa and Spark have teamed up to launch a new campaign spotlighting the most common scam activity facing New Zealanders – and the extensive measures Spark takes behind the scenes to help keep customers safe.
“Our new campaign is designed to bring greater visibility to the extensive, largely unseen work happening across Spark’s network to protect New Zealanders from online threats,” said Leela Ashford, chief brand and corporate affairs officer at Spark.
“While these protections operate in the background, they play a big role in the everyday safety of our customers. In the last 12 months alone, Spark has blocked more than half a billion1 online threats across our network, including more than 1.2 million scam calls, and over 11.3 million attempts to access malicious websites. Since we implemented our SMS firewall, we are now blocking text scams five times faster, with around 1.6 million scam text messages blocked so far.”
Reimagining the classic ‘wolf in sheep’s clothing’, the campaign brings common NZ scams to life as wolves in disguise – striking a deliberate balance between a serious message and engaging accessible storytelling to maximise cut-through.
Brought to life in collaboration with Buck, the hero AV takes viewers behind a phone screen, uncovering an animated world where millions of devious scammers are thwarted by Spark’s network and team of defenders.
“Trust is one of the most valuable things a brand can build, and Spark has a powerful security story to tell. The challenge was making that story simple and distinctive, especially when people are accustomed to seeing scammers as shadowy figures in hoodies. With the help of the very talented team at Buck, we created a tilt-shift world filled with scammer wolves, turning a complex security capability into something New Zealanders can instantly understand and remember,” said Kimberley Ragan, group creative director at Colenso BBDO.
The campaign is supported by a nationwide media rollout across AV, out-of-home, digital, social and in-store placements, alongside shorter educational content designed to help people recognise common scams.
James Davidson, chief strategy officer at PHD Aotearoa, said the approach was designed to reach people across generations.
“Scams affect New Zealanders of all ages, so it was important the campaign showed up in places that reach multiple generations – using highly visible placements and trusted environments to make the work both relevant and accessible.”
Beyond the creative, the campaign is underpinned by Spark’s broader Safety and Security ecosystem – combining large-scale network protection with practical tools and education. Through initiatives like its Safety and Security Hub and Verified Call, Spark is equipping New Zealanders with the knowledge and support they need to recognise scams and stay one step ahead.
Credits:
Brand: Spark NZ
Creative Agency: Colenso BBDO
PR Agency: Anthem PR
Media Agency: PHD
3D Animation: Buck Design Australia
Film Production Company: Supernormal NZ Limited
Director: A.J Greenwood
Music: Mahuia Bridgman-Cooper
Sound: Franklin Road
