Australia – Telecommunications company Telstra has launched its new brand platform ‘wherever we go’ alongside a new campaign with advertising agencies Bear Meets Eagle On Fire and +61. The launch is an effort to shift its brand image from being corporate to playful and contemporary.
The brand refresh is highlighted in the animated film ‘Duet,’ which shows the partnership of two characters as they travel. The film was directed by Smith & Foulkes and features the song ‘Islands in the Stream.’
In addition, Telstra released graphic illustrations by Ben Hassler, recreated with artist Kyle Bean and photographer Carl Kleiner using layers of paper.
The campaign was initially launched during the Australian Football League and National Rugby League Grand Finals before being released on other platforms.
“If you want to change how people feel about your brand, you have to change how the brand feels. This work captures the spirit of optimism and promise of partnership that we want the Telstra brand to be all about. We want to show that the biggest brands can also be the most imaginative,” Brent Smart, Telstra’s chief marketing officer, said.
“I’m just proud of all the folks who’ve cared so hard to make this work. It’s not that often you get to make work this considered and crafted, and to do it at this scale, is just really rare,” Micah Walker, founder and chief creative officer of Bear Meets Eagle On Fire, said.
Blake Crosbie, managing director of +61, commented, “This campaign has also been a great journey with Telstra and the work is the beginning of redefining the relationship they have with their customers. It puts partnership at the center of the Telstra brand.”
“We’ve really pushed the boundaries within the media to bring this campaign to life. It’s about creating a world of epic wonder, from the screens to the streets, and places Telstra in high reaching, high attention, premium environments,” Helen Guard, managing partner of OMD Australia, said.
