News

Belong climbs the ‘thummit’ in lastest campaign via Howatson+Company

Telstra’s low-cost mobile and internet service, Belong, has released a new campaign to showcase its carbon-neutral plans via creative agency Howatson+Company.

The campaign, named ‘Thummit’, plays on the research figure that the average Australian scrolls the height of Everest, 8,849 metres, on their phone every month.

In the 60-second spot, a thumb was seen embarking on a mountain-climbing journey to shed light on the energy consumption and carbon emission that are associated with scrolling on the phone.

The campaign features 60”, 30” and 15” TVCs and is supported by outdoor, radio, social and digital placements.

Head of product and marketing at Belong, Aaliah Eggins-Bryson, said: “While the carbon impact of energy, food and transport on the environment is well understood, few are aware of the carbon impact from their phone usage.

“We wanted to link the issue to a behaviour people could relate to, scrolling on their mobile phones, in a way that really grabbed their attention.”

ECD at Howatson+Company, Gavin Chimes, added: “Everest is a long way to climb for a human with legs. It’s even longer for a human thumb without them. Yet every month, our thumbs scroll that very distance.

“This fact was the perfect launch point for us to create a campaign to educate people about what that means for the environment. And show that with Belong’s carbon neutral mobile and internet, you can feel good about scrolling.”

Howatson+Company (then Howatson+White) was appointed by Belong in 2021 alongside media agency OMD.

Credits

Client: Belong

Senior Marketing Specialist at Belong: Abbey J Hindle

Head of Product and Marketing at Belong: Aaliah Eggins-Bryson

Chief Executive Officer at Belong: Jana Kotatko

Agency: Howatson+Company

Founder/CEO: Chris Howatson

Executive Creative Director: Gavin Chimes

Creative Director: Scott Zuliani

Senior Copywriter: Will Halstead

Senior Art Director: Tom Macphail

Senior Art Director: Madeleine Purdy

Head of Media: Sasha Smith

Head of Production: Holly Alexander

Producer: Caitlin Perz

Client Partner: Ollie Wearne

Senior Account Director: Angela Lethbridge

Senior Account Manager: Maddy Philips

Design Director: Ellena Mills

Junior Designer: Eleanor Donley

Finished Artist: Simon Merrifield

Media Strategy, Investment Director at Howatson+Company: Jamie Nelson

Media Implementation: OMD

Media Implementation, Business Director at OMD: Frances Meadows

Media Implementation, Account Director at OMD: Annabel Williams

Media Implementation, Account Executive at OMD: Richard Atkins

Media Implementation, Account Manager at OMD: Isabella Jordan

PR Agency: SHAPER x CLEMS

Production Company: Hooves

Director: Peter Martin

Producers: Chelsea Nieper and Rachael Morrow

Executive Producer: John Pace

Editor: Kevin Zimmerman

Post-Production Company: Heckler

Music & Sound: Smith & Western

Voiceover Artist: Lee Perry

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