The effect of screen time on the overall wellbeing of our next generation is a growing, international concern. New Zealand’s leading telco, Spark, partnered with Gilbert Rugby, Nakatomi, and child psychologist Dr Emma Woodward to create a smart ball that helps families balance screen time with playtime. Minute for minute. 70 prototypes were developed for a public trial, supported by through the line content that resonated with the nation. Brand love tracked on average 25% higher than the category norm, all families achieved their goals and, most importantly, it got them spending more time together.