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Spark Kupu
案例简介：Spark展示了讲故事的美丽如何在新的Kupu应用程序活动中激励每天使用te reo m ā ori Spark的突破性te reo m ā ori翻译应用程序Kupu于2018年推出，并及时为Te Wiki o Te Reo m ā ori修改了新功能，允许用户将多达四张自己的照片编织成故事，与朋友和wh ā nau分享。 Spark的 “k ō rerotia t ō k ō rero-告诉你的故事” 活动是与Colenso BBDO合作创建的，旨在激励新西兰人告诉他们自己在te reo m ā ori的商店。 该活动的推出AV讲述了Tan的故事，Tan是一名新西兰移民，他学习te reo m ā ori，以便向他的伴侣的wh ā nau请求允许她的婚姻。扭曲; 他问的不是她的父母，而是她十几岁的女儿。Kupu是他学习te reo毛利人之旅的第一步，随着他的进步，他不仅在家庭中找到了自己的位置，而且在Te Ao毛利人中找到了自己的位置。 芬奇的齐亚 · 曼迪瓦拉在2级条件下拍摄，拍摄需要惊人的远见和应急计划。 家庭外执行和数字执行以新的Kupu功能创建的故事为特色，而社会影响者也在分享他们自己的故事。 为了继续Spark的承诺，让所有新西兰人更容易接触到te reo m ā ori，他们还在由Stacey Morrison主持的Facebook上举办了一个关于te reo m ā ori的现场在线课程。这节课的主题是他，他说了几句话，我们可以说很多。Stacey将帮助参与者将他们在Kupu应用程序上创建的故事升级为完整的句子，因为将它们放在一起是新学习者最棘手的事情之一。这个课程是现场直播和互动的，任何人都可以免费加入。 星火毛利开发主管，Riki Hollings (ng ā ti Ranginui) 说，“Kupu一直是我们给Aotearoa的礼物，以支持我们最伟大的taonga-te reo毛利的复兴。它一直在我们的路线图中保持不变，并真正展示了数字平台如何在拥有超过317,000次下载的应用程序中发挥有意义的作用，自发布以来，超过350万个翻译图像和超过740万个音频播放 (单词发音)。 斯巴克的竞选领导英格丽 · 本尼说，“今年的库普运动建立在我们通过库普和我们更广泛的火花毛利商业战略 -- Te Korowai Tupu，在社区内建立的情感联系和信任关系的基础上，这是增长的外衣。我们迈出了一大步，创造了一个能与人们产生不同共鸣的反病毒软件，但我们认为它传达了一个强有力的信息，那就是文化在一个美丽亲密的时刻聚集在一起，世界观在扩大。推销毛利文化是一回事，但以有意义的方式回馈却是另一回事; 因此，我们非常自豪和荣幸能够这样做。" 科伦索 · BBDO集团执行创意总监丹 · 赖特说，“我们非常自豪能再次与斯巴克合作。他们致力于使语言更容易被整个国家接受，并在过程中获得每一个细节，这在最终的输出中是显而易见的。" 芬奇的主任齐亚 · 曼德维瓦拉说，“能够从事一个关于包容和团结的项目是一种特权。” Kupu由Google Cloud Vision技术提供支持，结合Te Aka m ā ori词典翻译。也就是毛利人词典，它带来了优质毛利人语言研究的声誉，以及指导该项目的宝贵知识，以确保Spark拥有正确的文化参与，围绕Kupu的概念和创造的意识和指导。 10月份，在斯巴克的脸书页面上观看这里的景点、新西兰的 “离家出走” 和在线的特雷奥马里课程。
Spark Kupu
案例简介：Spark showcases how the beauty of storytelling can inspire te reo Māori use everyday in new Kupu app campaign Launched in 2018, Spark’s breakthrough te reo Māori translation app, Kupu, has been revamped with new functionality in time for Te Wiki o Te Reo Māori, allowing users to weave up to four of their own photos together into stories to be shared with friends and whānau. Spark’s ‘Kōrerotia Tō Kōrero – Tell Your Story’ campaign, created in collaboration with Colenso BBDO, is designed to inspire Kiwis to tell their own stores in te reo Māori. The campaign’s launch AV tells the story of Tan, an immigrant to New Zealand who learns te reo Māori in order to ask his partner’s whānau for permission to ask her hand in marriage. The twist; it’s not her parents he’s asking, but her teenage daughters. Kupu is the first step in his journey to learning te reo Māori, and as he progresses, he finds his place not just in the family, but in Te Ao Māori. Shot by Zia Mandivalla of Finch under Level 2 conditions, the shoot required an incredible amount of foresight and contingency planning. Out of home and digital executions feature stories created with the new Kupu functionality, while social influencers are sharing their own stories as well. To continue Spark’s commitment to making te reo Māori more accessible to all New Zealanders they are also hosting a live, online lesson in te reo Māori on Facebook hosted by Stacey Morrison. The theme of the lesson is He iti te kupu, he nui te kōrero – with a few words we can say a lot. Stacey will help participants upsize the stories they create on the Kupu app into full sentences, as putting it all together is one of the trickiest things for new learners to figure out. This class is live and interactive, and free for anyone to join. Spark Māori Development Lead, Riki Hollings (Ngāti Ranginui) says, “Kupu has been our gift to Aotearoa to support the revitalisation of our greatest taonga – te reo Māori. It has been a constant on our roadmap and really showcases how digital platforms can play a meaningful role in te ao Māori with the app having over 317,000 downloads, over 3.5 million translated images and over 7.4 million audio plays (word pronunciations) since launch.” Spark’s Campaign Lead, Ingrid Bennie says, “This year’s Kupu campaign builds on the emotional connection and trusted rapport we’ve built within the community through Kupu and our wider Spark Māori Business Strategy – Te Korowai Tupu, the cloak of growth. We took a leap to create an AV that will resonate with people differently but we think conveys a powerful message of cultures coming together and the widening of worldviews in a beautifully intimate moment. It’s one thing to market Māori culture but it’s another to give back to it in a meaningful way; so we’re incredibly proud and honoured to be in a position to do so.” Dan Wright, Group Executive Creative Director at Colenso BBDO says, “We couldn’t be more proud to work again on this with Spark. Their dedication to making the language more accessable to the entire country, and to getting every detail right in the process is evident in the final outputs.” Says Zia Mandviwalla, Director at FINCH, “It was a privilege to work on a project that was about inclusion and togetherness.” Kupu is powered by Google Cloud Vision technology, combined with Te Aka Māori Dictionary translations. Te Aka Māori Dictionary brings with it a reputation for quality Māori language research and a pool of invaluable knowledge which has guided the project to ensure Spark had the right cultural engagement, awareness and guidance around the concept and creation of Kupu. View the spot here, the out of home around New Zealand, and the online te reo Māori lesson on Spark’s Facebook page in October.
Spark Kupu
案例简介：Spark展示了讲故事的美丽如何在新的Kupu应用程序活动中激励每天使用te reo m ā ori Spark的突破性te reo m ā ori翻译应用程序Kupu于2018年推出，并及时为Te Wiki o Te Reo m ā ori修改了新功能，允许用户将多达四张自己的照片编织成故事，与朋友和wh ā nau分享。 Spark的 “k ō rerotia t ō k ō rero-告诉你的故事” 活动是与Colenso BBDO合作创建的，旨在激励新西兰人告诉他们自己在te reo m ā ori的商店。 该活动的推出AV讲述了Tan的故事，Tan是一名新西兰移民，他学习te reo m ā ori，以便向他的伴侣的wh ā nau请求允许她的婚姻。扭曲; 他问的不是她的父母，而是她十几岁的女儿。Kupu是他学习te reo毛利人之旅的第一步，随着他的进步，他不仅在家庭中找到了自己的位置，而且在Te Ao毛利人中找到了自己的位置。 芬奇的齐亚 · 曼迪瓦拉在2级条件下拍摄，拍摄需要惊人的远见和应急计划。 家庭外执行和数字执行以新的Kupu功能创建的故事为特色，而社会影响者也在分享他们自己的故事。 为了继续Spark的承诺，让所有新西兰人更容易接触到te reo m ā ori，他们还在由Stacey Morrison主持的Facebook上举办了一个关于te reo m ā ori的现场在线课程。这节课的主题是他，他说了几句话，我们可以说很多。Stacey将帮助参与者将他们在Kupu应用程序上创建的故事升级为完整的句子，因为将它们放在一起是新学习者最棘手的事情之一。这个课程是现场直播和互动的，任何人都可以免费加入。 星火毛利开发主管，Riki Hollings (ng ā ti Ranginui) 说，“Kupu一直是我们给Aotearoa的礼物，以支持我们最伟大的taonga-te reo毛利的复兴。它一直在我们的路线图中保持不变，并真正展示了数字平台如何在拥有超过317,000次下载的应用程序中发挥有意义的作用，自发布以来，超过350万个翻译图像和超过740万个音频播放 (单词发音)。 斯巴克的竞选领导英格丽 · 本尼说，“今年的库普运动建立在我们通过库普和我们更广泛的火花毛利商业战略 -- Te Korowai Tupu，在社区内建立的情感联系和信任关系的基础上，这是增长的外衣。我们迈出了一大步，创造了一个能与人们产生不同共鸣的反病毒软件，但我们认为它传达了一个强有力的信息，那就是文化在一个美丽亲密的时刻聚集在一起，世界观在扩大。推销毛利文化是一回事，但以有意义的方式回馈却是另一回事; 因此，我们非常自豪和荣幸能够这样做。" 科伦索 · BBDO集团执行创意总监丹 · 赖特说，“我们非常自豪能再次与斯巴克合作。他们致力于使语言更容易被整个国家接受，并在过程中获得每一个细节，这在最终的输出中是显而易见的。" 芬奇的主任齐亚 · 曼德维瓦拉说，“能够从事一个关于包容和团结的项目是一种特权。” Kupu由Google Cloud Vision技术提供支持，结合Te Aka m ā ori词典翻译。也就是毛利人词典，它带来了优质毛利人语言研究的声誉，以及指导该项目的宝贵知识，以确保Spark拥有正确的文化参与，围绕Kupu的概念和创造的意识和指导。 10月份，在斯巴克的脸书页面上观看这里的景点、新西兰的 “离家出走” 和在线的特雷奥马里课程。
Spark Kupu
案例简介：Spark showcases how the beauty of storytelling can inspire te reo Māori use everyday in new Kupu app campaign Launched in 2018, Spark’s breakthrough te reo Māori translation app, Kupu, has been revamped with new functionality in time for Te Wiki o Te Reo Māori, allowing users to weave up to four of their own photos together into stories to be shared with friends and whānau. Spark’s ‘Kōrerotia Tō Kōrero – Tell Your Story’ campaign, created in collaboration with Colenso BBDO, is designed to inspire Kiwis to tell their own stores in te reo Māori. The campaign’s launch AV tells the story of Tan, an immigrant to New Zealand who learns te reo Māori in order to ask his partner’s whānau for permission to ask her hand in marriage. The twist; it’s not her parents he’s asking, but her teenage daughters. Kupu is the first step in his journey to learning te reo Māori, and as he progresses, he finds his place not just in the family, but in Te Ao Māori. Shot by Zia Mandivalla of Finch under Level 2 conditions, the shoot required an incredible amount of foresight and contingency planning. Out of home and digital executions feature stories created with the new Kupu functionality, while social influencers are sharing their own stories as well. To continue Spark’s commitment to making te reo Māori more accessible to all New Zealanders they are also hosting a live, online lesson in te reo Māori on Facebook hosted by Stacey Morrison. The theme of the lesson is He iti te kupu, he nui te kōrero – with a few words we can say a lot. Stacey will help participants upsize the stories they create on the Kupu app into full sentences, as putting it all together is one of the trickiest things for new learners to figure out. This class is live and interactive, and free for anyone to join. Spark Māori Development Lead, Riki Hollings (Ngāti Ranginui) says, “Kupu has been our gift to Aotearoa to support the revitalisation of our greatest taonga – te reo Māori. It has been a constant on our roadmap and really showcases how digital platforms can play a meaningful role in te ao Māori with the app having over 317,000 downloads, over 3.5 million translated images and over 7.4 million audio plays (word pronunciations) since launch.” Spark’s Campaign Lead, Ingrid Bennie says, “This year’s Kupu campaign builds on the emotional connection and trusted rapport we’ve built within the community through Kupu and our wider Spark Māori Business Strategy – Te Korowai Tupu, the cloak of growth. We took a leap to create an AV that will resonate with people differently but we think conveys a powerful message of cultures coming together and the widening of worldviews in a beautifully intimate moment. It’s one thing to market Māori culture but it’s another to give back to it in a meaningful way; so we’re incredibly proud and honoured to be in a position to do so.” Dan Wright, Group Executive Creative Director at Colenso BBDO says, “We couldn’t be more proud to work again on this with Spark. Their dedication to making the language more accessable to the entire country, and to getting every detail right in the process is evident in the final outputs.” Says Zia Mandviwalla, Director at FINCH, “It was a privilege to work on a project that was about inclusion and togetherness.” Kupu is powered by Google Cloud Vision technology, combined with Te Aka Māori Dictionary translations. Te Aka Māori Dictionary brings with it a reputation for quality Māori language research and a pool of invaluable knowledge which has guided the project to ensure Spark had the right cultural engagement, awareness and guidance around the concept and creation of Kupu. View the spot here, the out of home around New Zealand, and the online te reo Māori lesson on Spark’s Facebook page in October.
Spark Kupu
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Spark Kupu
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