‘If you want to change how people feel about your brand, you have to change how the brand feels’: Telstra launches new platform
Telstra is launching its new brand platform, ‘Wherever We Go’, with an integrated campaign driven by an animated film called ‘Duet’ and out-of-home instillations across almost 3,000 national sites.
Duet was brought to life by Oscar nominated animation duo, Smith and Foulkes, and features two characters “who journey together through a wondrous world in perfect harmony, as a metaphor for partnership”.
The out-of-home adverts span close to 3,000 sites, including forty special builds and painted wall murals, feature graphic illustrations by Ben Hassler “painstakingly recreated in layers of paper” with artist Kyle Bean and photographer Carl Kleiner.
Brent Smart, Telstra’s CMO calls this “a more contemporary and imaginative chapter” which “marks a conscious move away from the previously more corporate image for the brand”.
Smart said: “If you want to change how people feel about your brand, you have to change how the brand feels. This work captures the spirit of optimism and promise of partnership that we want the Telstra brand to be all about.
“We want to show that the biggest brands can also be the most imaginative.”
The campaign will launch in both the AFL and NRL Grand Finals, before extending into media buys across broadcast, digital, and social.
“I’m just proud of all the folks who’ve cared so hard to make this work”, said Micah Walker, founder and CCO of Bear Meets Eagle On Fire, who steered the creative.
“It’s not that often you get to make work this considered and crafted, and to do it at this scale, is just really rare.”
Blake Crosbie, Managing Director of +61 added: “This campaign has also been a great journey with Telstra and the work is the beginning of redefining the relationship they have with their customers. It puts partnership at the centre of the Telstra brand.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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You mean their service technician won’t now drill a hole through my house by mistake, thanks to this work?
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How many different ‘feels’ have Telstra had in the last 9 months? The Christmas campaign, the current stop-motion one, the awful outdoor ‘Four Bars’ campaign, now this?
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feels niche, skews young – does it talk to telstra heartland – i think not
was it created in an ad land bubble to pay themselves on the back – absolutely
I would love to see the system1 or similar on this around appeal – CGI struggles to see an uptick in emotional appeal. missed an opportunity to reflect the diversity of the customer base at themselves and show the depth and breadth of their coverage. feels cheap
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Worked at Telecom and then Telstra for years and felt pride in the advertising because it spoke to our values. This is crap.
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