Thousands of colourful dominoes perform a striking Rube Goldberg-style simulation of Telstra’s seamless home internet. It’s a campaign that stands out in one of the noisiest sectors of advertising. It’s like no other and it’s fascinating to watch.

The campaign, conceived by +61, and created by director, Dan Tobin Smith, and art director, Rachel Thomas, uses a practical theatrical set built in a large studio space with talented set designers, including some of the world’s best domino experts.

Brent Smart, chief marketing officer, Telstra, commented. “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. 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.”

“It’s a very simple idea where the elegance of the execution reinforces the message,” added Micah Walker, chief creative officer, Bear Meets Eagle On Fire.