Telstra commits to country footy in new brand platform via The Monkeys

Telstra’s latest platform, ‘This is Footy Country,’ shines a light on the brand’s commitment to regional Australia by celebrating country footy at its finest, via The Monkeys, part of Accenture Song.

The integrated campaign champions Telstra’s history of NRL and AFL sponsorship, with creative assets through broadcast and in-stadium signage, as well as in the brand’s retail environments.

The extended cut shows an AFL team getting stranded before a finals game, and the club president quickly putting together a rag-tag replacement team.

It heroes the various players, supporters, fans and volunteers involved in country footy.

Telstra’s CMO, Brent Smart, said: “Whether you’re an AFL or NRL fan, footy invokes a feeling in us and a sense of community and it’s in the country where this runs deepest.

“Telstra has a strong affinity with regional Australia and we’ve been working with the AFL and NRL for over two decades, so we decided to marry the two together with our new creative platform, ‘This is Footy Country’.”

Group chief creative officer at The Monkeys, Scott Nowell, added: “The campaign aims to celebrate the deep bond that exists between country footy clubs across Australia and their communities.

“Country footy emphatically represents the very best aspects of these codes, so a chance to shine a spotlight on it – using so much local talent – has been a real joy,” he said.

The campaign will run through the footy finals season until 1 October, across TV, online, and OOH including at various Aussie stadiums.

Other assets:

60″ ‘This is Footy Country (NRL edit)’ 


Chief marketing officer – Brent Smart
Head of creative excellence – Anna Jackson
Head of brand & network marketing – Alita McMcMenamin
Senior brand specialist – Jon Hollett
Principle media sponsorships, awards & experiential – Genelle Sharples
Senior media specialist – Robert Aoukar

The Monkeys, part of Accenture Song
The Monkeys group CEO & Accenture Song ANZ president – Mark Green
Group chief creative officer – Scott Nowell
Chief creative officer – Ant Keogh
Head of production/producer – Penny Brown
Chief client officer – Belinda Drew
Business strategy director – Ben De Castella
Creative director – Sam Dickson
Creative director – Cameron Bell
Senior art director – Alex Polglase
Senior copywriter – Jake Ausburn
Art director – Emmalie Narathipakorn
Copywriter – Seamus McAlary
Group business director – Amanda Porritt
Senior business director – Samar Karim
Business manager – Kevin Diep
Print producer – Candy Carter

Production: Exit Films
Director – Mark Molloy
EP- Leah Churchill Brown
EP – Declan Cahil
Producer – Mark Foster

Casting: Citizen Jane

Post production: The Editors

Photographer: Cory White

Audio production: Massive Music

Music: Level 2


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