Spark - Ka Mua, Ka Muri
In 2022, the Māori new year, Matariki, will be recognised as a national public holiday in New Zealand — a progressive step towards the revitalisation of indigenous culture in New Zealand, one that was once at risk of erasure. Still, many people didn’t know how to celebrate the day.
Spark, NZ’s largest digital services provider, wanted to do more and help New Zealanders of all backgrounds understand how to partake authentically.
Spark
Ka Mua, Ka Muri
Matariki is a sacred time of reflection. The stars become a place to visit loved ones we’ve lost, and put our hopes and dreams for the new year. To bring this philosophy to life, we partnered with Māori astronomer, Dr Rangi Matamua and indigenous design agencies to create an immersive digital experience rooted in tradition.
Ka Mua, Ka Muri puts the stars in the palm of every New Zealander’s hand. A stunning digital galaxy, anyone could share a precious memory of a loved one, and watch it transform into a star before their eyes.
After sharing a memory, you’re invited to explore the galaxy, which was growing brighter and brighter by the day with messages of love and hope left anonymously by others.
The act of sharing beloved memories of friends and family who have passed on is a philosophy all New Zealanders can connect with, but the experience was authentically Māori. Every aspect is rooted in Māori worldview — star artwork, UX, UI, sound and experiential design was done in collaboration with Māori craftsmen and technologists.
At the end of the campaign, in adherence to custom, the stars were released from the digital experience into the sky — the real sky — where they can be remembered forever.
The Awards
BRONZE - AXIS (NZ)
FINALIST - BEST DESIGN AWARDS (NZ)
