The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Interactive, Online & Mobile

Beyond Binary Code

Agency Colenso BBDO / Auckland + OutLine Aotearoa / Auckland + Spark / Auckland

Client Spark



Annual ID


About the Work

Spark is New Zealand’s biggest broadband provider. Its purpose is to build a digital future with everyone in mind. Unfortunately, most of the internet still runs on two gender data points: male and female. Making the online experience for trans and non-binary people demeaning, and the data captured on them inaccurate. Spark wanted to help these communities feel seen online. Beyond Binary Code delivers that through a single piece of code that can be added to any website, instantly making forms and fields gender inclusive. Effects that flow on to all business touchpoints. The problem was, gender inclusivity can be daunting to businesses. And we needed to engage them on an often politicised topic. So, we gave them an actionable tool, the code, while arming them with indisputable, ‘business-sense’ facts. The four key elements of Beyond Binary Code are: 1. A code builder tool. Helps businesses collect gender data and customise code to suit their needs. 2. Downloadable HTML code. Added to any website to instantly update fields. 3. Getting business buy-in, implementing the code (specifically for small businesses), understanding data privacy obligations and/or the ripple effect gender data points have on an entire business. 4. Non-binary community members are the star of the idea. Leading the film, sharing stories, giving advice and promoting the idea. We targeted three primary audiences: 1. Trans, non-binary and rainbow communities. The community members were co-creators, advisors, and advocates. 2. Changemakers in business. We worked with NZ businesses to design tools to help them get buy-in with management/stakeholders, how to roadmap change and implement it. 3. Progressive apathetics. Bringing to light a problem the rest of the nation hadn’t thought about: getting them to understand its roots, and view the concept of gathering gender data as archaic and unnecessary. Beyond Binary Code is designed to be an enduring resource for businesses – an open source tool and education platform that will continue to drive change for years to come. By making a simple update to business forms and fields, Beyond Binary Code turned a moment of vulnerability for so many people into one of genuine euphoria. And gave businesses true data on their customers so they can innovate and design with them in mind.

2023 Awards

Total Points: 3




Colenso BBDO / Auckland

Client / Brand

OutLine Aotearoa / Auckland
Spark / Auckland

Chief Creative Officer

Si Vicars


Zia Mandviwalla

Executive Creative Director

Maria Devereux


Duncan Bernard

Senior Designer

Hamish Steptoe

Senior Digital Producer

Chris Domin
Elle Kiddie

Technical Lead

Anna Markova

Brand Domain Chapter Lead

Hannah Bay

Brand Lead Partner

Frith Wilson-Hughes

Brand Partner

Ingrid Bennie

Business Manager

Elsi Gibbs
Jin Fellet

Chief strategy Officer

Rob Campbell


Aych McArdle


Pete Ritchie

Communication & Events Coordinator

James Malcom

Corporate Relations Lead Partner

Cassie Arauzo

Corporate Relations Partner

Brooke Hurndell

Creative Retoucher

Reks Kok

CX Strategist

Lizzie McCollum

Design Intern

Stella Wilson


Marty Williams

Fullstack Engineer

Kyle Wetton

General Manager

Claire Black
Lucy Grigg

Group Executive Creative Director

Dan Wright

Head of Innovation & Tech

Logan Maire

Managing director

Corey Esse

Music Composition

Cam Ballantyne

Production Designer

Neville Stevenson

Projections & Online

Jon Baxter

Senior Business Director

Ryan Butterfield

Senior Social Brand Partner

Caitlin Hayns

Senior TV Producer

Fern Holloway

Sound engineer

Craig Matuschka

Stills Photographer

Lula Cucchiara

Tribe Lead - Brand Experience

Sarah Williams

UI Designer

Jodie Heron

UX Strategist

Daniel Talbot
Isabelle Hooper

Related Awards





Follow Us