While it’s widely known that Telstra has the biggest and most reliable mobile network in Australia, it’s a constant challenge to find new and surprising ways to share that story and make an impression against noisy competitors.
Historically, this has been approached with more rational messages. But for this brief, Telstra CMO, Brent Smart, and his team asked Bear Meets Eagle On Fire and +61 to find a more engaging and memorable solution for the brand.
What they came up with is ambitious. 26 stop-motion films ambitious. Each film focuses on a specific location around Australia and the uniquely idiosyncratic characters who live there and benefit from better coverage. The series of spots is charming, funny and undeniably Australian, built around the idea that everywhere is better on a better network. You absolutely can’t miss the message. It’s repeated single-mindedly in every film.
And the cast is strikingly unexpected. A vast range of genuine Australians (flora and fauna) from all over the country. Characters such as father and son krills and blokey wattle flowers, larping Tasmanian devils and teenage goth cockatoos.
Or as a compilation:
See how the films were made:
The campaign has launched in June to coincide with the lead-up to the Olympics and will run across Nine’s broadcast of the Games through July and August.
The films were directed by awarded Revolver director, Jeff Low. Low brought on acclaimed animation director, Tobias Fouracre, whose experience on Isle of Dogs and Fantastic Mr Fox made the duo perfectly suited to bring the hugely unique production to life.
“It’s rare you get to make something this ambitious, crafted and engaging,” stated Micah Walker, chief creative officer and founder of BMEOF. “It’s been a huge endeavour with a lot of talented folks working around the clock to make it happen. Big thanks to all involved.”
Blake Crosbie, managing director of +61, added: “With the best coverage in Australia, we needed a campaign that genuinely connected Telstra to the sheer scale of the country. What better way to do that than 26 unique takes on Australian places and characters.”
Credits:
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand: Alita McMenamin
Head of Creative Excellence: Anna Jackson
Senior Brand Manager: Vanessa Burr
Senior Media Specialist: Robert Aoukar
Creative: Bear Meets Eagle On Fire with +61
Production Company: Revolver
Director: Jeff Low
Managing Director & Co-owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producers: Caroline Kruck
& Kwok Yau
Animation Director: Tobias Fouracre
DOP: Jan Pawel Trzaska
Production Designer: Oliver Hogan
Casting Director: Natalie Jane Harvey @ Citizen Jane Casting
Service Company: WJ Team
Post Production AU: The Editors
Grade: Trish Cahill
Making Of Film Editor: Grace O’Connell
Executive Producer: Nicoletta Rousianos
Post Producers: Adrian Konarski & Isabella Key
Online: Stuart Cadzow & Matt Edwards
Post Production UK: Electric Theatre Collective
Executive Producer: Vic Lovejoy
Coordinator: Ryley King
2D Supervisor: David Felipe
2D Lead: Daniel Brewster
Compositors: Lucie Brant, George Gough, Antonia Palmer & Ktryna Lidzuite
Sound & Music: Rumble Studios
Executive Producer: Michael Gie
Lead Sound Designer: Tone Aston
Sound Designer: Daniel William
Media: OMD
