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.
Learn more about The One Show 2026
Category
Digital Installations / In-Person
Annual ID
OS25_IN050M
Background
The telco category in New Zealand is jam packed with various competitors providing similar products. For Spark, the premium market leader, this presents a challenge. Why would someone pay more for parity?
The truth is the size, scale and strength of Spark’s network is unrivalled. So, proving the power of our network to the nation, whilst living out our core brand proposition of using technology to open opportunities for people across the nation, is imperative.
We applied this brand positioning to the cut-throat world of gaming, which has a unique cultural context in New Zealand.
In New Zealand, gamers don’t feel like they’re taken seriously. There are no major gaming events, no major publishers investing in the industry, social stigma to playing, and many serious gamers move overseas to increase their chances of competing.
With gamers already being a famously cynical group when it comes to brands, Spark had to enter the category in a meaningful way, contributing something to the culture so we were embraced, not ridiculed. If we were seen to be cashing in, we would be actively rejected.
All of this would help build our perception as the true network of choice for gamers, both technologically and culturally.
The truth is the size, scale and strength of Spark’s network is unrivalled. So, proving the power of our network to the nation, whilst living out our core brand proposition of using technology to open opportunities for people across the nation, is imperative.
We applied this brand positioning to the cut-throat world of gaming, which has a unique cultural context in New Zealand.
In New Zealand, gamers don’t feel like they’re taken seriously. There are no major gaming events, no major publishers investing in the industry, social stigma to playing, and many serious gamers move overseas to increase their chances of competing.
With gamers already being a famously cynical group when it comes to brands, Spark had to enter the category in a meaningful way, contributing something to the culture so we were embraced, not ridiculed. If we were seen to be cashing in, we would be actively rejected.
All of this would help build our perception as the true network of choice for gamers, both technologically and culturally.
Creative Idea
Spark needed to prove the power of its network, so set out to build its perception as the network for gamers.
We launched the country’s biggest ever gaming festival. Then we turned it into the world’s first gaming festival that people could play.
Killabyte was a giant co-op game, for all attendees. In Killabyte, players faced off against Byte, the festival’s boss inspired by the original snake mobile game. Byte despises modern gaming and plots to destroy it, sending it back to the brick phone era. Players’ mission was to defeat Byte to unleash the future of gaming.
Festivalgoers were armed from the moment they walked in, with every entry wristband becoming a custom EXABAND. Any time players scanned their EXABAND at booths, vendors and other games, it dealt damage to Byte and earned them points. Every festival interaction counted towards the game, with players moving up live leaderboards in order to win exclusive prizes.
We launched the country’s biggest ever gaming festival. Then we turned it into the world’s first gaming festival that people could play.
Killabyte was a giant co-op game, for all attendees. In Killabyte, players faced off against Byte, the festival’s boss inspired by the original snake mobile game. Byte despises modern gaming and plots to destroy it, sending it back to the brick phone era. Players’ mission was to defeat Byte to unleash the future of gaming.
Festivalgoers were armed from the moment they walked in, with every entry wristband becoming a custom EXABAND. Any time players scanned their EXABAND at booths, vendors and other games, it dealt damage to Byte and earned them points. Every festival interaction counted towards the game, with players moving up live leaderboards in order to win exclusive prizes.
Insights & Strategy
We spoke to casual and professional gamers across NZ and around the globe, and we kept hearing the same thing: gaming in New Zealand was stuck in the past, whilst the rest of the world was living in the future.
The community here is small, we’re always left off global event calendars, and there’s no chance of being a serious gamer if you stay in the country.
So, the gaming community didn’t need a brand trying to make money, they needed validation and an elevation of the gaming experience. They needed someone to help them catch up.
Our strategic intent became to evolve the game that New Zealand was playing.
We wanted to give New Zealand gamers something both them and the world hadn’t seen before, making them feel like New Zealand was leading the world in gaming experiences, for a change.
The community here is small, we’re always left off global event calendars, and there’s no chance of being a serious gamer if you stay in the country.
So, the gaming community didn’t need a brand trying to make money, they needed validation and an elevation of the gaming experience. They needed someone to help them catch up.
Our strategic intent became to evolve the game that New Zealand was playing.
We wanted to give New Zealand gamers something both them and the world hadn’t seen before, making them feel like New Zealand was leading the world in gaming experiences, for a change.
Execution
Execution
We evolved one of the bastions of modern gaming: gaming festivals. By not just creating and hosting the biggest gaming festival the country had ever seen; but turning the festival into a giant co-op game itself, Killabyte.
In Killabyte, players faced off against Byte, the festival’s boss inspired by the original snake mobile game. Byte despises modern gaming and plots to destroy it, sending it back to the brick phone era. Players’ mission was to defeat Byte to unleash the future of gaming.
Festivalgoers were armed from the moment they walked in, with every entry wristband becoming a custom EXABAND. Any time players scanned their EXABAND at booths, vendors and other games, it dealt damage to Byte and earned them points. Every festival interaction counted towards the game, with players moving up live leaderboards in order to win exclusive prizes.
Killabyte needed to stack up beside the world-famous AAA games at the festival - Fortnite, NBA2K, COD - so every detail of the story and lore was meticulously planned.
First, the gameplay had to feel fresh and addictive. By scanning EXABANDS at different vendors, games and experiences, players would immediately damage Byte and earn points. The more attendees did, the more points they earned.
The boss also needed to feel intriguing, threatening, and instantly iconic. Byte was that icon. Using all the arena screens, Byte spent the day slithering through the arena, surprising gamers in hallways, LAN rooms, even the mainstage.
Killabyte also had a world of extra content for players to discover. A full side quest. Hidden collectibles. Achievements. Even secret concept art. The festival culminated in an epic final boss fight with Byte, with every attendee contributing to defeating it once and for all.
We evolved one of the bastions of modern gaming: gaming festivals. By not just creating and hosting the biggest gaming festival the country had ever seen; but turning the festival into a giant co-op game itself, Killabyte.
In Killabyte, players faced off against Byte, the festival’s boss inspired by the original snake mobile game. Byte despises modern gaming and plots to destroy it, sending it back to the brick phone era. Players’ mission was to defeat Byte to unleash the future of gaming.
Festivalgoers were armed from the moment they walked in, with every entry wristband becoming a custom EXABAND. Any time players scanned their EXABAND at booths, vendors and other games, it dealt damage to Byte and earned them points. Every festival interaction counted towards the game, with players moving up live leaderboards in order to win exclusive prizes.
Killabyte needed to stack up beside the world-famous AAA games at the festival - Fortnite, NBA2K, COD - so every detail of the story and lore was meticulously planned.
First, the gameplay had to feel fresh and addictive. By scanning EXABANDS at different vendors, games and experiences, players would immediately damage Byte and earn points. The more attendees did, the more points they earned.
The boss also needed to feel intriguing, threatening, and instantly iconic. Byte was that icon. Using all the arena screens, Byte spent the day slithering through the arena, surprising gamers in hallways, LAN rooms, even the mainstage.
Killabyte also had a world of extra content for players to discover. A full side quest. Hidden collectibles. Achievements. Even secret concept art. The festival culminated in an epic final boss fight with Byte, with every attendee contributing to defeating it once and for all.
Results
We helped pull gaming in New Zealand from the past into the future and were embraced by gamers in turn.
Killabyte saw 601,677 individual game interactions and was voted the most popular game at the festival, beating Fortnite, the new NBA2K and Call of Duty to the top spot.
Attendees collectively spent 51,142 minutes playing Killabyte (that’s over 35 days of gameplay), finding 19,996 physical game collectibles throughout the day, and dealing 4,577,069 damage points to Byte. Players spent an average of 13 minutes using the Killabyte mobile app during the day, with one player spending 1hr29m using it.
And we left a lasting impression. Gamers said they were 77% more likely to consider Spark for gaming products, we became #1 in ‘network for gamers’, and we then saw a 349% increase in gaming product orders and a 212.8% increase in gaming accessory revenue too.
Killabyte saw 601,677 individual game interactions and was voted the most popular game at the festival, beating Fortnite, the new NBA2K and Call of Duty to the top spot.
Attendees collectively spent 51,142 minutes playing Killabyte (that’s over 35 days of gameplay), finding 19,996 physical game collectibles throughout the day, and dealing 4,577,069 damage points to Byte. Players spent an average of 13 minutes using the Killabyte mobile app during the day, with one player spending 1hr29m using it.
And we left a lasting impression. Gamers said they were 77% more likely to consider Spark for gaming products, we became #1 in ‘network for gamers’, and we then saw a 349% increase in gaming product orders and a 212.8% increase in gaming accessory revenue too.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Colenso BBDO / Auckland
Satellite / Auckland
SPUR / Auckland
Design Firm
BUCK / Sydney
Art Director
Harry Pfiszter
Associate Creative Director
Marc Bouyer
Chief Creative Officer
Simon Vicars
Chief Strategy Officer
Rob Campbell
Copywriter
Max Taptiklis
Creative Director
Robin Rawstone
Editor
Dan Cummings
Derek Lau
Executive Creative Director
Gareth O'Brien
Group Creative Director
Duncan Bone
Hadleigh Sinclair
Kimberley Ragan
Producer
Sophie Knott
Strategist
Augustine Guthrie
Animator / Editor
Arkadi Kravtchouk
Scott Moore
Executive Producer
Erica Ford
Group Strategy Director
Martin Bassot
Intermediate Copywriter
Guy Trengrove
Senior Art Director
Jian-Xin Tay
2D Animation
Danny Stern
3D Animation
Ben Hubbard
Bryce Pemberton
Lawrence Wong
Soy Kim
3D Lead/Technical Supervisor
Corin Sadlier
Account Director - Project Lead
Roxane Merville
Account Director - Project Support
Rachel Rowe
Agency Integrated Producer
Anna Thornton
Application Developer
Assad Ali
Matt Visser
Rachel Worth
Brand Partner
Ally Young
Chief Executive Officer
Angela Watson
Duane Mutu
Chief Technical Officer
Daniel Klinac
Compositing
Bryce Pemberton
Fiona Lu
Concept Art
Justin Burkes
Nick Iluzada
Content Designer
Daisy O'Reaily-Nugent
Corporate Relations Partner
Brooke Hurndell
Design
Colin Bigelow
Grace Murray
Malisa Perona
Nick Iluzada
Pete McDonald
Digital Account Manager
Olivia Small
Digital Performance Chapter Lead
Dan Putland
Digital Producer
Nico Caracciolo
Digital Project Director
Nick Lowe
Director - Project Lead
Natalie Hall
Experience Partner
Elizabeth Lang
Head of 3D/3D Supervisor
Elijah Akouri
Head of Art
Mike Davison
Head of Integrated Production
Charlotte Glennon
Head of Marketing
Matt Bain
Head of Production
Jordan Howes
Head of Production, Experience Designer
Tennille Barnes
Intermediate Digital Designer
Flora Zhou
Intermediate Experience Designer
Hannah Morrison
Lead Digital Producer
Elle Kiddie
Lead Integrated Producer
Jude Summerton
Legal Business Partner
Kendal Luskie
Tamkeen Saeid
Lighting
Bryce Pemberton
Chuong Vu
Dan Rodgers
Look Development
Bryce Pemberton
Dan Rodgers
Tim Krakowiak
Mac Operator
Bri Russell
Managing Partner
Lucy Cole
Marketing Manager
Hunter Haines
Modeling
Bryce Pemberton
Tim Krakowiak
Music - Composition
Stefaan Van Leuven
Music - Executive Producer/Director
Jonathan Mihaljevich
Music - Sound Design
Shane Taipari
Partnership Lead
Alex Stoneman
Previs
Lawrence Wong
Production Lead
Judy Shalk
Rigging
Bryce Pemberton
Senior Business Director
Zak Murtagh
Senior Experience Designer
Mustafa Sheikh
Senior Integrated Producer
Michelle Wade
Senior Mac Operator
Tias Somers
Social Brand Partner
Jessica Eaton
Lena Sipeni
William Kellick
Social Chapter Lead
Craig McKay
Solution Architect
Giovanni Gioffreda
Technical Director
Corin Sandlier
Dave Cooper
Tribe Lead
Sarah Williams
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