Singaporean telco Circles Life gives 2020 the finger in Sydney CBD installation

Singaporean telco, Circles Life, is standing in solidarity with Australians by giving the finger to 2020 in a Sydney-based installation.

The 1.2m bronze statue of a fist with its middle finger raised has been travelling around the city. The activation asks Australians to “take back their power and ask 2020 to fuck off”.

The Middle Finger statue is travelling around Sydney

Spokesperson, Kristen Holden, explained the fist aligns with Circles Life’s mission of empowering consumers.

“We’ve had bad experiences dealing with everything from pandemics to bushfires – and we’re barely past the halfway mark for 2020. Circles Life has always been focused on using our brand to empower people and reach out to them whenever we can. Earlier this year, we raised funds during the bushfires, and set up a COVID-19 response. With the number of hindrances Australians have recently gone through, we want them to know that we empathise with them and we represent their collective voice,” Holden said.

“We also want them to know that we can simplify things, and as their telco of choice, we would never let them down.”

Circles Life launched in Australia in September last year. Its marketing in Australia has revolved around publicity stunts, starting with an anonymous breakup letter printed in the Courier Mail which was revealed to be an ad from the brand, and staging a breakup between Married At First Sight stars Martha Kalifatidis and Michael Brunelli. Both conveyed the message that Australians need to break up with their telcos to find better deals and service.

The statue will appear in popular locations in Sydney, such as Bondi Beach, Sydney Harbour, the Opera House, Pitt Street Mall and Kurra Point Park.

The middle finger statue will be followed by a series of TV ads that will highlight key issues that Australians have been facing since January this year.


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