‘Driving distinction amongst the clutter’: Felix Mobile launches new brand platform featuring a tree puppet

Aussie telco felix mobile has launched a new brand platform, starring a ‘spokes-tree’, via Thinkerbell and Starcom Australia.

The campaign hopes to prove felix mobile’s sustainable, affordable and easy-to-use service – giving it a point of difference in a competitive category, according to Kelly Beater, head of felix mobile.

“With our new brand platform ‘not all talk’, felix is bringing to life its mission to make mobile use cheaper, simpler and easier, and at the same time helping do some good for the environment,” she said.

In the new work, Felix the tree puppet, or ‘spokes-tree’ if you will, analyses how humans behave with their phones, and highlights how the brand is ‘not all talk’ when it comes to its commitments.

Thinkerbell’s head creative tinker, Craig Merrett, said it’s hard to find an unique Aussie telco, one that truly is different, and isn’t only saying it is doing good things, but actually is.

“With the brand planting a new tree once a month for every new and existing customer, we took this brand truth to create a loveable new character that we’ll continue to harness going forward,” he said.

Starcom’s client service director, Drew Groves, added: “The proposition Felix brings to the market is hugely exciting, combining a refreshingly simple product with an authentic brand purpose.

“Our strategic approach to media centres around putting our new friendly ‘spokes-tree’ in contexts and environments that drive distinction for the brand amongst a cluttered category, whilst ensuring we ‘walk the walk’ when it comes to the brand’s care for the world around us.”

The campaign is live across OOH, online, VOD, social, and felix-owned assets, with more to come.


Client: felix

Creative: Thinkerbell

Production: Larchmont
Director: Gary McCreadie
Editor: Lucas Vazquez
Puppet production: Meg Ashforth

Music: Sonar Music

Media: Starcom


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