- PROJECT NAME

Killabyte

- CLIENT

Spark

- YEAR

2024

Brands are consistently excellent at ruining gaming. But what if, one brand decided to ruin it on purpose?

Spark, New Zealand’s biggest telco, wanted to give NZ gamers their first ever gaming festival. But instead of plastering it with their own logo in cringey ways, they decided to destroy it altogether – by infecting it with a virus. And the only ones who could save the day, were gamers.

To play Killabyte, attendees of the festival faced off against Byte; an evil virus, slowly destroying the festival from the inside out. To kill Byte, Spark armed every single player, the moment they walked in. All festivals have a wristband, but Spark turned theirs into a weapon, with the power to damage Byte every time it was scanned. Buy merch, deal damage. Eat hotdogs, deal damage. Play other games, deal damage. For the first time ever, gamers didn’t just attend a gaming festival; they could play it.

ACCOLADES – SPIKES GRAND PRIX (GAMING), SPIKES SHORTLIST. AXIS GOLD X2, BRONZE X1, SHORTLIST X2.