‘The elegance of the execution reinforces the message’: +61 delivers Telstra’s most aesthetically pleasing campaign to date
Telstra and its bespoke agency +61 have released a visually and aurally pleasing campaign to spotlight the telecommunication company’s home internet capabilities.
The campaign – which was developed in partnership with art director Rachel Thomas and director Dan Tobin Smith – features a series of films taken on a large bespoke set with colourful dominoes arranged into patterns, all designed with “the world’s best domino experts” and set designers.
The 15-second films focus on the dominoes falling while a voiceover goes over the advantages of Telstra’s Home Internet product. The hero film – a 30-second spot – leverages classical music instead of a voiceover.
“It’s a very simple idea where the elegance of the execution reinforces the message,” commented Micah Walker, chief creative officer at Bear Meets Eagle on Fire, the lead creative partner of +61.
Brent Smart, Telstra’s chief marketing officer, said the campaign was specifically designed to stand out in a market that often relies “on tired rational proof points”.
“This distinctive campaign is designed to capture the imaginations of Aussies and stand-out in a market where everyone continues to focus on tired rational proof points,” Smart said.
“With the help of a team of domino experts (yes, that’s a real job), we built a bespoke set with a series of elegant domino runs using more than 20 thousand real dominos. Beautiful.”
Credits
Agency: +61 with Bear Meets Eagle On Fire
Media: OMD Australia
Client: Telstra
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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