Telstra captures Australia in a mystery – and a commercial that can’t be ignored even in an endless reel of content while it communicates Telstra’s advantage for business in a way that’s unlikely to be forgotten. That’s quite a win for the brand. The very distinctive campaign by Bear Meets Eagle on Fire with +61 launches the next chapter of the ‘wherever we go’ brand platform. It also kicks off a repositioning for Telstra Business as the first choice in connectivity for Australian businesses and underlines the unlimited potential of partnership.
The commercial is an unexpected story of a shoemaker and his travelling store, set in a fable-like world, full of eccentric customers who look forward to the shoemaker rolling into town. The story’s captivating intrigue was enhanced by Revolver director, Steve Rogers.
To accompany the film, a simple, illustrative world has been crafted for out-of-home, with illustrator, Ben Hasler, and paper artist, Kyle Bean, that includes playfully painted wall murals and special builds.
More direct, tangible benefits of Telstra Business, including Business Internet and access to expert advice at Telstra Business Technology Centres, are also featured in both social and digital as well as point of sale.
“At Telstra, our ambition is to partner with all Australian businesses to provide safe and reliable connectivity solutions that meet their needs. We know how critical this is for any business and the message we want to share with this campaign is that we promise to support you, wherever your business may go,” stated Amanda Hutton, group executive, Telstra Business.
“Every small business is a journey,’’ added Micah Walker, chief creative officer of BMEOF. “This is a story about what’s possible when you have the right support and partnership behind you.”
“Business owners are inherently imaginative people; they have a vision of where they want to go. We wanted to create a campaign that reflects that ideal, without holding up a mirror to the audience,” added Blake Crosbie, managing director of +61.
Credits
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Sponsorship: Alita Mcmenamin
Head of Creative Excellence: Anna Jackson
Head of Business Marketing: Kirt Daunt
Senior Business Marketing Lead – Business: Robyn Magill
Senior Marketing Specialists: Sanja Coundrelis & Janelle Lee-Jones
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Lucy Surace
Creative Agency: Bear Meets Eagle On Fire with +61
Media Agency: OMD Australia
Production Company: Revolver
Director: Steve Rogers
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producer: Caroline Kruck
Director of Photography: Nicolas Karakatsanis
Production Designer: Alex Holmes
Costume Designer: Eliza Godwin
Casting: Mullinars Casting
Editing: The Editors
Editor: Jack Hutchings
Post Production: Blockhead VFX
Sound House: Rumble Studios
Sound Designer: Tone Aston
Sound Executive Producer: Michael Gie
Music Production Company: Manderley Music
Music Producer: Sean Craigie-Atherton
Composer: David Etherington
