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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