Belong seeks to show ‘together we’re different’ in new platform and campaign
Internet service provider Belong has launched its new brand platform, ‘together we’re different’, which highlights the commonalities people share that may surprise them.
In collaboration with Clemenger BBDO Melbourne, three launch films accompany the platform, in which sets of people are separated by a screen and asked a series of questions to spark conversations.
The reveal at the end aims to show that people don’t need to be the same to belong.
Belong’s Ben Burge said in a statement: “Sameness makes for a really boring life. It was super fun to learn the life stories of the beautiful people in this ad. Our only regret is that we didn’t get more couch time with them.”
Clemenger BBDO Melbourne’s deputy CEO, Gayle While, said: “Creating the new brand platform with Belong was a genuine co-creation process. Together We’re Different, the new brand ID and launch campaign really demonstrate what differentiates Belong from its competitors and helps them stand out in a cluttered category.”
The campaign will run across TV, online video and outdoor.
Credits
Creative agency: Clemenger BBDO Melbourne
Client: Belong
Production company: Revolver / Will O’Rourke
Director: The Glue Society
Managing Director / Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Jasmin HElliar
Producer: Serena Paull
Director of Photography: Geoffrey Simpson
Production Designer: Michael Iacono
Casting: Citizen Jane casting
Post Production: The Glue Society Studios
Editor: The Glue Society
Original Music composition: Otis Studios
Sound studio: Nylon, Melbourne
Photography: Amanda Fordyce
What the…….if Belong is trying to create the new ‘normal’ then thanks – I don’t belong!!!
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How’s the ridiculous accents of this generation ?! The “vocal-fry” stripper voice and almost sounding like yanks ! Get over yourselves . No business from me .
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Give me a bucket
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Lol that [Edited under Mumbrella’s comment moderation policy]
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What a disgrace. Makes me want to vomit. If this is the way the world is going, help!!! Worst ad I have seen, and I am totally offended. ? no BELONG for this household. GET IT OFFFFFF.
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So agree with you, ?
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Well done Belong I’m really feeling that I don’t belong . Is it only if your in a minority these day’s that get a voice ????? . I’ve never been so offended. Thanks for making the world a liitle worse for me. ??
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Nah mate, it’s just that if you’re a minority, people are fighting for you to have rights.
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This campaign is virtual signalling at its worst. At its best it is simply poor marketing.
Belong, if your consumer base represents the people in your ads, you’ve successfully captured 0.0001% of the market. #marketing101
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I find the ad which glorifies cross-dressing utterly offensive. Lifetime aversion to this company!
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WHAT advertising company would ever come up with a campaign which puts 99,9% of it’s target market totally out in the cold and utterly offended???? PLEASE do not air this while my family is viewing !!!
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I dont want my kids seeing this garbage!
This world has gone mad!
?????????????
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I have just witnessed your new ad and as of tomorrow you can shove your service [Edited under Mumbrella’s comment moderation policy]
Fuck [Edited under Mumbrella’s comment moderation policy] !!!
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You must be joking!!!
You can stick your service up your axse I will be taking my business elsewhere.
I am sick of the minority having all the say , you have dropped the ball again,
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This is revolting!
Why do we have to be subjected to some weirdo in women’s underwear in some celebration the corruption of our morals and values!
Well done Belong, you’ve not only lost me as a customer but numbers of other people I’ve spoken to as well.
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Pretty evident that Belong searched far and wide for someone who served as the most non representative example of a “customer” that they could find. Meanwhile the 99% of potential customers just get nauseated to see this inane virtue signalling and repeated attempts at social engineering.
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Outright weird, pity they don’t belong in creating a positive experience when you cal, there help line. This is by far the freakiest and weird add I have ever see. No i don’t belong.
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We’ve become so obsessed with what makes us feel good or we want want as singular person that if a 6ft burly man want to wear women’s gowns we s hi ould all accept it? Gods we need to go back to gathering and hunting because our world has make us soft and forget we are just animals like the rest to procreate and die. Oh and this ad is pretty wacked too
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The most annoying ads of 2019 for me. Such overt virtue signalling using cliched stereotypes. Belong’s marketing strategy, apparently, is to target a very (very, very) niche market. It will be interesting to see how long they last.
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What the [Edited under Mumbrella’s comment moderation policy]
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Very true. As they say,
GET WOKE…
… GO BROKE!
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[Edited under Mumbrella’s comment moderation policy]
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Yes its a very, very, very strange ad. The man who appears to be cross-dressing probably does more damage to genuine people of trans-gender experience than anything I can think of. It is patronising, it is virtue-signalling and an affront to those in the community who genuinely need support whether it be transitioning or other related gender issues. Then when they meet, the young woman reiterates that he is “a vegetarian”! Again, rubbing salt into the wounds and reinforcing the negative stereotypes that abound the media presently. No mention of him wearing a pretty ladies’ sleeveless blouse – as if, it is commonplace for men to wear this garment. Very poor taste and it only adds fuel to the fierce fire of intolerance. Shame Belong!
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Absolutely way out of line. [Edited under Mumbrella’s comment moderation policy]
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Who are the people that voted for “marriage equality”? This is an example of the sanctimonious leftist/liberal ideology which has now become dominant attempting to recostruct society in its own image. After the result of the “marrige equality” referendum it was to be expected.
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I’m no homophobe but seeing an [edited under Mumbrella’s comment policy] trying to sell me internet failed.
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In what world does being a butcher compared to a vegetarian have anything to do with mutual belief of sexual identity?
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