Mercury follows Starship kids from little to big in new campaign via McCann New Zealand
For 25 years, Mercury and its customers have supported Kiwi kids and their families through Starship Children’s Hospital. Now Little to Big, a new campaign from McCann New Zealand, reflects on the generations of children who went through Starship and the difference $20 million of support has helped make along the way.
The campaign features former Starship patients who, as children, spent time at the hospital over the past 25 years and are now adults, sharing deeply personal stories from some of the most difficult moments of their childhood.
One former patient, Crissy, recalls being placed in an induced coma, with her family gathering to say goodbye. Thanks to the care of Starship’s doctors, nurses and support staff, and the generosity that helps fund their work, she survived
Directed by Tom Gould from Sweetshop, the hugely emotional content is designed to pull at the heartstrings, and it does just that. The team at McCann New Zealand and Mercury hope customers will be motivated by these stories to sign up to make a regular donation.
Mercury will also match the first Starship donation made by customers who start donating between 27 September and 8 November 2026 up to $25,000.
Mercury General Manager, Brand and Marketing, Frith Morrissey says the 25-year milestone was the right moment to reflect on the Mercury partnership and the people at its heart: “We are so incredibly proud of the $20 million that has been raised by Mercury and their customers over the last 25 years.
“Let’s use this milestone to keep the momentum going to keep helping more Kiwi kids who may have to stay at Starship throughout their lives.”
Mercury Head of Brand and Sponsorship Kylie Gibson say the campaign reflects the very special place Starship holds for Mercury: “This campaign represents the very special place the Starship partnership holds for Mercury, our people and our customers. Twenty-five years is something to be proud of, and the impact of that support is very real. It has helped Starship give children the best chance to grow up and live full lives.”
Starship Foundation CEO Jo Simon said that Mercury’s financial support can be felt in every corner of Starship, with their generosity touching countless children and families: “We are so grateful for 25 years of partnership and the lasting difference it has made, which has been bought to life in this incredibly moving campaign.
“As we look to the future, we’re excited about what the next 25 years could make possible for generations of Kiwi children still to come.”
McCann New Zealand Chief Creative Officer Leisa Wall says at the heart of the campaign was championing the kids who had been on the receiving end of the donations, so New Zealanders could actually see what a difference their money makes: “Giving these adults the opportunity to tell their Little to Big story was the perfect way to play into the emotion of the viewer, while authentically highlighting the impact and the support from Mercury and its customers has had.
“Having our hero character revisit a room similar to their hospital room, and share photos of that difficult time, further adds to the significance of the story.”
Little to Big is running across TV, cinema, outdoor, digital, social media and radio.
Client: Mercury
Agency: McCann New Zealand
Chief Creative Officer: Leisa Wall
Creative Director: Hywel James
Creative Director: Tim Gavriel
Creative Director: Aaron Carbines
Writer: Gaetano Perry
Art Director: Tim Thach
Production Company: The Sweetshop
Director: Tom Gould
MD/EP: Ben Dailey
Exec Producer: Jimena Murray
Casting: Catch Casting
DOP: Mason Benett
Offline editor: Mariano Segedin
Colourist: Matic Prusnik
Sound design and Music: Copra Recordings, Jordan Iusitini
Visual FX: The Machine Room, Stu Bedford