New Zealand telco, Spark, has committed to preserving Mairo culture and oral traditions. That undertaking began with Kupu, Colebnso BBDO’s platform that translates images into the Maori language, Te Reo Māori,

Now Colenso and Spark are spreading understanding about Matariki, the Māori name for the cluster of stars also known as the Pleiades. Matariki literally means the eyes of god (mata ariki) or little eyes (mata riki). The constellation rises in mid-winter and for many Māori, it heralds the start of a new year, a time when friends and family gather to reflect on the past, celebvrate the present and plan for the future.

The partners are bringing stories of Matariki to the entire country this year by launching 0800 MATARIKI, which offers an enchanting story behind each of the nine stars in the cluster in both Te Reo Māori and English. The campaign has been a collaboration with University of Waikato professor, Dr Rangi Matamua, and TV and radio presenter, Stacey Morrison.

The stories are voiced by four prominent New Zealand orators, Rangi Matamua; Stacey Morrison; Te Karere host, Scotty Morrison; and tikanga expert, Rhonda Tibble. Each was recorded with guidance from Matamua and was inspired by his book, Matariki: The star of the year, which is based on the Matariki stories from his ancestry of respected Māori Astronomers.

Rangi has spent the past 20 years researching Matariki and is passionate about helping to reconnect people with their environment through education and story-telling.

“This is a fantastic idea because from a cultural perspective, there is a completely different level of connection and understanding when you hear someone’s voice and all of the other elements that come with that,” Matamua commented.

Spark head of Māori strategy, Lisa Paraku, added, “For centuries, Māori have passed down stories of Matariki by oral traditions to future generations from within their marae, but now technology can help us to share this significant part of Māori culture with more New Zealanders.”

“Using tech to help people recognise and support Māori culture is an amazing role for a company like Spark to play. It’s great to see more brave work like this from one of New Zealand’s biggest companies,” noted Mike Davison, creative director at Colenso BBDO.

To listen to the stories, New Zealanders can call 0800 MATARIKI from a mobile or landline, free of charge, or search 0800MATARIKI on Spotify.

Credits

Agency: Colenso BBDO

Media Agency: PHD Auckland

Director of Photography: Riki Reinfield

Sound Design: Franklin Road

Project Partners: Dr Rangi Matamua; Stacey and Scott Morrison, and family; Rhonda Tibble

Client: Spark

Brand Lead Partner: Hannah Bay

Brand Partner – Social: Caitlin Hayns

Māori Strategy Lead: Lisa Paraku