Title | KUPU |
Brand | SPARK |
Product / Service | SPARK |
Category | D02. Innovative Use of Technology |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | PHD Auckland, NEW ZEALAND |
PR | DRUM Auckland, NEW ZEALAND |
PR 2 | DRUM Auckland, NEW ZEALAND |
Production | CREATURE Auckland, NEW ZEALAND |
Production 2 | FRANKLIN RD Auckland, NEW ZEALAND |
Additional Company | GOOGLE ZOO Sydney, AUSTRALIA |
Additional Company 2 | TE AKA MāORI DICTIONARY Auckland, NEW ZEALAND |
Additional Company 3 | RUSH DIGITAL INTERACTIVE Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Dan Wright | Colenso BBDO | Executive Creative Director |
Mike Davison | Colenso BBDO | Creative Director |
Alex Polglase | Colenso BBDO | Art Director |
Joel Francis | Colenso BBDO | Copywriter |
Freddie Coltart | Colenso BBDO | Senior Art Director |
Matt Williams | Colenso BBDO | Senior Copywriter |
Dean Pomfrett | Colenso BBDO | Design Director |
Steve Pountney | Colenso BBDO | Digital Services Director |
Tennille Barnes | Colenso BBDO | Head of Digital Production |
Claudio Varoli-Piazza | Colenso BBDO | Senior Digital Producer |
Emma Tait | Colenso BBDO | Digital & Data Strategist |
Michelle Hong | Colenso BBDO | Senior Integrated Producer |
Ryan Butterfield | Colenso BBDO | Business Director |
Charlotte Eddowes | Colenso BBDO | Project Manager |
Nick Salter | Colenso BBDO | Strategy Director |
Jacqui Copas | Colenso BBDO | Group Business Director |
Vanessa Nicol | Colenso BBDO | Managing Partner |
Cameron McColl | Colenso BBDO | Agency Editor |
Sarah Williams | Spark | Brand Center of Excellence Lead |
Hannah Bay | Spark | Brand Lead Partner |
Lisa Paraku | Spark | Business Manager - Maori, Spark Digital |
Ellie Cross | Spark | Corporate Relations Partner |
Anaru Tuhi | Spark | Corporate Relations Partner |
Georgina Maguire | Spark | Brand Partner - Social |
Matty Burton | Google ZOO | Chief Creative Officer |
Dave Bowman | Google ZOO | Chief Creative Officer |
Iain Nealie | Google ZOO | Creative Director |
Tara Mckenty | Google ZOO | Creative Director |
Samuel Payne | Google ZOO | Strategist |
Mathew Tizard | Google ZOO | Creative Technologist |
Chris Rollings | Google ZOO | Executive Producer |
Professor Tania Ka'ai | Te Aka Maori Dictionary | Professor of Maori Innovation and Development, AUT Director of Te Ipukarea - The National Maori Language Institute |
Dr. Dean Mahuta | Te Aka Maori Dictionary | Senior Lecturer at AUT and Maori language researcher at Te Ipukarea - The National Maori Language Institute |
Danushka Abeysuriya | RUSH | Technical Director |
Trevor Gamon | RUSH | Project Manager |
Trevor Gamon | RUSH | Project Manager |
Olivia Dela Rosa | RUSH | Project Manager |
Chris Skilton | RUSH | Account Manager |
Logan Maire | RUSH | Technical Lead |
Aaron Neugebauer | RUSH | Senior Developer |
Adam Kent | RUSH | Developer |
Rupert Ta'avao | RUSH | Developer |
Harry Jackson | RUSH | Developer |
Kit Chen | RUSH | Developer |
Sugandha Narang | RUSH | Quality Assurance |
Kim Baldwinson | Creature | Producer |
Lakshman Anandanayagam | Creature | Visual Effects Artist |
Tiki Taane | Tikidub Productions | Cultural Ambassador |
Ninakaye Taanetinorau | Tikidub Productions | Manager |
One indigenous language dies every 14 days. While te reo Māori has seen an increase in revitalisation efforts here in New Zealand, learning opportunities remain limited. It is well known that language learning benefits greatly from the reinforcement of vocabulary and concepts through pictures, so image-based learning outputs are not only fun, but effective. This coupled with the convenience of smartphones becomes a powerful and versatile learning tool. Kupu, (the Māori translation for ‘word’), is an app that instantly translates the world around you into te reo Māori. Powered by Google Cloud Vision and Translate APIs, with knowledge from Te Aka Māori Dictionary, Kupu uses Machine Learning to understand objects in your photos and translate them into te reo Māori, in real time. It puts bite-sized language learning in the palm of every smartphone user in NZ.
As a Kiwi company and leader in technology, Spark - New Zealand’s largest telco - was in a unique position to help deliver on their purpose: to help all of New Zealand win big in a digital world. Kupu’s complex tech has been pared back to surface its most simplified elements, ensuring that whoever picks it up can easily use it. If Kupu is a modern way to learn an indigenous language, we needed a visual language and design set that spoke to this. We used the theme of raranga, (traditional Māori weaving), as inspiration for all graphic elements in the app – a powerful metaphor for the galvanising effect of learning the language of another culture. We embraced black and red as synonymous with Māori culture, and licensed an image of a Māori girl with a traditional moko kauae on her chin – the perfect mix of modern and traditional. The app provides an effortless and fun way to explore translations for anything you can take a photo of. It also serves up the next most likely object it detects, along with audio pronunciation examples. During Māori Language Week, we blanketed Kiwis with contextually targeted translations of everyday objects wherever they turned, heroing Kupu’s camera viewfinder to transform every placement into a Kupu experience. The proposition was simple: Take a photo, learn a language.