NBN stresses importance of digital connection for seniors via Dentsu Creative
NBN has launched the latest iteration of its ‘made for more’ positioning in an integrated campaign via Dentsu Creative.
The position was first launched by BWM Isobar (now Dentsu Creative) in late 2021, highlighting the national broadband network’s role in connecting families across the country.
In the latest spot, the campaign tells the story of a grandfather and his granddaughter who, while living away from one another, can connect and share moments together after the grandfather has NBN connected.
Other assets: 30’: https://youtu.be/L8ywReU_lp8
NBN general manager brand & advertising Mark Treadwell said: “The overall take-up of the NBN amongst older Australians is much lower compared to younger markets, and with families no longer remaining in the same location, a good internet connection can help those families stay connected and share meaningful moments together.
“The NBN network is Australia’s ever-evolving digital backbone, and our role is to help lift the digital capability of all Australians. It is critical that older generations do not miss out on the
benefits of an NBN connection.”
Dentsu Creative CEO Kirsty Muddle added: “This campaign speaks to the new ways families are using technology to be an active part of each other’s lives, even if the kilometres between them are vast.
“The campaign speaks to how important a strong internet connection remains even as Australians return to the office and can see each other in real life, it’s critical we don’t leave our older Australians behind as we embrace everything the internet can offer.”
The campaign launched on free-to-air TV on 4 October and will extend across cinema, radio and digital channels.
Credits
Client: nbn
EGM Strategy & Marketing: Rose-Marie Carme
General Manager Brand & Advertising: Mark Treadwell
Senior Marketing Manager: Tracey Harries
Marketing Manager: Kate Farquhar
Agency: Dentsu Creative
Production Company: Finch
Director: Paola Morabito
Executive Producer: Loren Bradley
Producer: Bryce Lintern
DOP: Stefan Duscio
Editor: Bernard Garry, The Editors
Colourist: Fergus Rotherham, Atticus
Music Composition: Otis Studios
Sound Design & Mix: Rumble
Stills / Motion Production Company: Louis & Co
Photographer: Jamie Macfadyen
Producer: Camilla Carey
Retouching: Capture Lab
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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