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Kupu
Awards
Industry Gold - Communications/Utilities, Channel Gold - Mobile Marketing, Channel Gold - Purpose Driven Marketing, Nexus Gold – Innovation, Craft Silver - Excellence in Art Direction
Entrant
Colenso BBDO
Nominee
Spark
Entrant Credits
Nick Worthington, Levi Slavin, Dan Wright, Mike Davison, Alex Polglase, Joel Francis, Freddie Coltart, Matt Williams, Dean Pomfrett, Steve Pountney, Tennille Barnes, Michelle Hong, Ryan Butterfield, Nick Salter, Jacqui Copas, Vanessa Nicol
Nominee Credits
Sarah Williams, Hannah Bay, Lisa Paraku
Additional Credits
Matty Burton, Dave Bowman, Iain Nealie, Tara Mckenty, Samuel Payne, Mathew Tizard, Chris Rollings, Professor Tania Ka'ai, Dr. Dean Mahuta, Danushka Abeysuriya, Trevor Gamon, Olivia Dela Rosa, Chris Skilton, Logan Maire, Aaron Neugebauer, Adam Kent, Kim Baldwinson, Lakshman Anandanayagam, Tiki Taane, Ninakaye Taanetinorau
Entry Rationale
Kupu is a Spark-sponsored app that uses the camera in your smartphone to instantly translate objects into Te Reo Māori. Powered by Google technology and knowledge from the Te Aka Māori Dictionary, Kupu provides a new way to experience the language through discovery of the environment around you.

While Te Reo Māori has steadily seen an increase in a number of revitalisation efforts across the nation — especially in recent years — actual Te Reo learning opportunities remain limited and sometimes inaccessible.

So, for Te Wiki o Te Reo Māori (Māori Language Week) 2018, Spark wanted to do something truly useful to help. Being both a Kiwi company and a technology leader in Kiwi communities, Spark found itself in a unique position to do something great for all Kiwis by supporting the revitalisation efforts using its tech credentials.

To deliver a cutting-edge learning experience, Spark partnered with Te Aka Māori Dictionary and Google to launch Kupu: an app designed to support the revitalisation of Te Reo Māori by packaging bite-sized language learning into an interactive and fun mobile experience.

The proposition was deceptively simple: take a photo, learn a language. The goal was equally as simple: encourage Kiwis to download Kupu and explore the world around them with it.

By the end Te Wiki o Te Reo Māori 2018, Kupu and Spark had successfully placed a powerful Te Reo learning tool in the pockets of more than 115,000 Kiwis. Ka pai.