Telstra made all standard local and national calls free from its payphones in 2021. There are still very many people who don’t realise this.
 
So Bear Meets Eagle On Fire made it unignorable, with over 30 playful characters painted across 5,000 of Telstra’s network of 14,000 payphones throughout Australia. In addition to original characters from illustrators, Brosmind, Nicko Philips, McBess and Ovcharkart, the OOH campaign also includes celebrity cameos including Rick & Morty, the Powerpuff Girls, Ren & Stimpy and Squidward.

Alita McMenamin, Telstra head of brand and marketing communications, commented, “Telstra payphones are a vital part of how we support communities right across Australia. They’re free to use, and for many people — especially those in vulnerable circumstances — they can be a critical lifeline in moments that matter most. We wanted to create a playful campaign to raise awareness and remind Australians our payphones are there for them for free — whether it’s calling for help, staying connected with loved ones, or accessing essential services, whenever they need.”
 
Micah Walker, chief creative officer, BMEOF, added, “This is just a very simple idea to support Telstra’s ongoing commitment to free calls. The unique characters and celebrity cameos make for a bit of fun, as they pop up around the country.”

Credits
Creative Agency: Bear Meets Eagle On Fire
Partner Agency: +61

Client: Telstra
Chief Marketing Officer: Brent Smart & Jana Kotatko
Head of Brand and Marketing Communications: Alita McMenamin
Head of Strategy & Creative Excellence: Nicky Bryson
Brand & Sponsorship Lead: Nicola Reeves
Campaign Lead: Jon Hollett
Head of Media & Marketing Operations: Paula Marreiros
Telstra Owned Network Principal: Pete Manwaring 

Illustrators – original characters
Brosmind
Nicko Phillips
McBess
Ovcharka