2degrees / Telecommunications

Mobile Game/OOH/Social/AV

Role: Concept, campaign development, scripts, character names and bios


Instead of simply giving away data over summer, we hid it in the places where people were spending it.

The Data Piñata Armada was an AR experience where people could find, smash and collect piñatas hiden throughout New Zealand, for free mobile data.

There were 23 unique designs to collect, across different bushwalks, beaches, stadiums, during early mornings, on rainy days or at 2degrees stores.  

The hunt took on a life of its own. With plushies, fan-made reddit pages and 1 in 5 New Zealanders giving it a whack.