NBN shows Australians how the internet is now ‘made for more’ via BWM Isobar
The NBN is looking to establish itself as Australia’s ever-evolving, digital backbone via Dentsu’s BWM Isobar.
Its new campaign ‘Made For More’ highlights improvements to the service by featuring a series of mind-bending scenarios drawn from everyday internet behaviours – streaming, gaming, telehealth, and online business.
The fully-integrated campaign includes TV, Digital out-of-home, social, and online placements.
The 60-second launch film features a curious young passer-by asking an NBN engineer what ‘Made For More’ actually means, before this simple question launches the viewer into the mind’s eye of the NBN engineer, sweeping us into his imaginative journey of possibilities, filled with different, mind-blowing internet uses: from super-sports streaming with multiple devices, to smart-farming a herd of pixel-cows, to coordinating emergency workers in the aftermath of a bushfire with satellite-supported communications.
BWM Isobar, Sydney executive creative director, Marcus Tesoriero, said: “We had a lot of fun making this spot and wider campaign. ‘Made For More’ is a confident idea proving the robust nature of the all-new and evolving NBN network.
“To produce a big, exciting campaign like this during such a challenging year for our industry is a testament to relationships the team have built with our clients and external production houses like Airbag. Everyone did an exceptional job pulling it off – and I’m super proud of the finished creative product we crafted together.”
Shot by Ariel Martin via Airbag and set to a music track composed by Rumble Studios, the high-energy commercial ends with the NBN engineer summing up his imaginative journey by declaring that the possibilities of the newly-evolved network are in fact “more than you can imagine”.
BWM isobar, Sydney, managing director, Brent Kerby, said: “‘Made For More’ has come after two waves of COVID-19 lockdown in Australia which created unprecedented demand for online work from home, education, and entertainment, resulting in some 8 million terabytes of data downloaded each and every month. The campaign now welcomes all Australians to the next stage of possibilities from the internet – with 12 million homes and businesses ready to connect.”
NBN GM, brand and advertising, Mark Treadwell, added: “With the end of the build phase and a transition of our role to focus on continually evolving Australia’s digital backbone, we took the opportunity to embrace a creative step change and reposition the brand as an infrastructure custodian with plenty of flex for innovation. The work our team has done together with BWM isobar and Ariel Martin at Airbag surpassed even my imagination, and I’m looking forward to more in the future.”
Following the announcement of Kirsty Muddle’s departure from Cummins & Partners yesterday after 11 years, Dentsu has announced her appointment as CEO of Dentsu Creative Group.
In the position she will lead the creative businesses across both Australia and New Zealand, including brands BWM Isobar, DentsuMB and Dentsu’s PR agencies. Muddle left Cummins & Partners just one month after being appointed CEO.
She will join the business in 2022, coinciding with the conclusion of the BWM earn out, with founding partner and CEO Paul Williams to depart at the close of the year, with Jamie Mackay to also exit, but continue as a consultant.
Rob Belgiovane, the third partner left BWM last year due to personal reasons.
Credits:
Agency: BWM Isobar
Executive Creative Director: Marcus Tesoriero
Creative Director: Oskar Westerdal
Associate Creative Director: Jonathon Shannon
Associate Creative Director: Alex Newman
Head of Integrated Production: Lauren Reilly
Senior Integrated Producer: Jessica Campbell
Managing Director: Brent Kerby
Executive Strategy Director: Aaron Martin
Group Account Director: Natalie Alaimo
Account Director: Jessica Walley
Client Services Director: Sophie Lander
Senior Digital Designer: Stefan Derewianka
Production: AIRBAG
Director: Ariel Martin
Producer: Julianne Shelton
EPs: Martin Box, Alex Tizzard
Managing Partner: Adrian Bosich
DOP: James Brown
Art director: Sam Lukins
Production Manager: Amanda Yu
Post Production
VFX: AIRBAG
VFX Producer: Nick Venn
Head of VFX: Rob Ride
VFX Stills: Heidi Wentworth-Ping
Offline & Online: White Chocolate
Editor: Charles Ivory
Online Producer: Chris Grocott
Colourist: Matt Fezz
Music and Sound: Rumble Studios
Sound Designer: Cameron Milne
Music & Sound EP: Michael Gie
Client: NBN
EGM Strategy & Marketing: Rose-Marie Carme
General Manager Brand & Advertising: Mark Treadwell
Executive Manager Brand: Dave Wild
Senior Advertising Manager: Tracey Harries
Senior Advertising Manager: Selen Bureau
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topics
Ariel Martin
Brent Kerby
BWM Isobar
Kirsty Muddle
Made For More
Marcus Tesoriero
Mark Treadwell
NBN
Rumble Studios
