In case you’ve left the real world for the last two years, Australians are enthusiastic uptakers of digital technology.
Australians like to be always on and always connected. In business, Australians need to be on and connected. So many Australian businesses are global these days in one way or other.
nbn, the company building Australia’s (national) broadband network, wants Australians to know that it’s doing its bit to keep our being connected up to speed – literally.
BWM Dentsu has created the education campaign to help nbn do that.
It follows the work by nbn and BWM Dentsu to reposition the nbn brand architecture and visual identity.
The new creative uses Australians’ trademark optimism as its springboard. It asks people to imagine how better broadband could improve their lives. And it aims to increase the likelihood that families and businesses will connect to the network when it becomes available in their town or suburb.
nbn chief customer officer, John Simon, stated, “We’ve worked collaboratively with BWM Dentsu to develop the new brand identity and campaign. It’s vital that people are aware of the benefits of the nbn network as it rolls out across the country and more homes are able to connect. Our goal is to make fast broadband available to every Australian community by 2020. This work will play an important role in helping us close the digital divide and enable greater participation in the digital economy.”
This campaign positions nbn as “a visionary, purpose-driven brand, targeting Australians’ hopeful attitudes and optimistic outlook on the future.”
Rob Belgiovane, BWM Denstu’s group chief creative officer, noted, “We started by looking internally at nbn to develop the brand direction. From there, the visual identity and campaign were developed so the direction was clear from the beginning.”
The full campaign covers TV, cinema, radio, digital, press, OOH and social.
Campaign credits:
Agency: BWM Dentsu
Chief creative officer: Rob Belgiovane
Executive creative director: Asheen Naidu
Copywriters: Asheen Naidu & Kevin Macnamara
Art director: Cameron Hearne
Senior TV producer: Wendy Gillies
National planning director: Megan Hales
Planning director: Moensie Rossier
Board account director: Richard O’Rourke
Senior account director: Kirsty Willoughby
Production Company: Brilliant Films
Director: Henry Mason
Executive producer: Stephanie Ceccaldi
DoP: Hugh Miller
Post Production: Frame Set & Match.
Audio: Nylon
