Sometimes an ad phrase ends up in popular culture. Sometimes it comes from popular culture and brings all its colloqual powers with it. “Good stuff” lives in Australian popular culture. Now it’s also embedded in a campaign for Australian telco, Belong, and Howatson+Company. The campaign, More of the good stuff, highlights the awesome data, speed, security and prices customers enjoy with Belong mobile and internet.
The campaign film is a wonderful surprise – the story of a lonesome eel who falls in love with an underwater internet cable and accidentally unleashes the magic of the Belong onto the seabed and all its creatures. The animated film was created by Zombie Studio and set to Dean Martin’s famous That’s Amore, which is very much NOT Australian, but very well understood by every heart it plays to.
Howatson+Company executive creative director, Gavin Chimes, explained, “In the last few years, Belong has established a legacy of whimsical, feel-good campaigns. More of the good stuff builds upon this. It’s a joyful and unexpected celebration of Belong’s core offering – awesomely affordable internet.”
Belong head of product & marketing, Aaliah Eggins-Bryson, added, “Belong has consistently delivered excellent services at a reasonable cost, and our goal was to create a brand platform that reflects this while appealing to a broader audience. What’s great about this brand platform is its ability to achieve this while maintaining our brand’s feel-good ethos. You watch the spot, and you can’t help but smile.”
Howatson+Company executive creative director, Gavin Chimes, added, “In the last few years, Belong has established a legacy of whimsical, feel-good campaigns. More of the good stuff builds upon this. It’s a joyful and unexpected celebration of Belong’s core offering – awesomely affordable internet.”
The full campaign will cover TV, BVOD, online video, OOH, and audio, with support across digital and retail.
Credits
Client: Belong
Chief Executive Officer: Jana Kotatko
Head of Product & Marketing: Aaliah Eggins-Bryson
Creative & Social Lead: Kate Lightfoot
Agency: Howatson+Company
Founder & CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Directors: Michael Kleinman, Doug Hamilton & Simon Friedlander
Head of Production: Holly Alexander
Client Partner: Ollie Wearne
Senior Account Director: Angela Lethbridge
Senior Account Manager: Maddy Philips
Design Director: Ellena Mills
Finished Artist: Simon Merrifield
Chief Executive Officer: Jana Kotatko
Head of Product & Marketing: Aaliah Eggins-Bryson
Creative & Social Lead: Kate Lightfoot
Finished Artist: Simon Merrifield
Media Strategy: Howatson+Company
Chief Media Officer: Sasha Smith
Media Planning & Implementation: OMD
Head of Group: Dervla McGivern
PR Agency: SHAPER x CLEMS
Production: Zombie Studio
Director: Paulo Garcia
Executive Producer: Natalia Gouvea
Executive Creative Director: Daniel Salles
Producer Director: André Carvalho
Art Director: Marcelo Garcia
CGI Director: Leandro Marcelino
CGI Technical Director: Wesley Oliveira
Agenda Coordinator: Kira Nayana
Account Services: Gabriela Leal, Stephanie Wang
Producer: Vivi Torre
Music Supervisor: Anton @ Trailer Media
Sound Studio: Heckler Sound
Executive Producer: Bonnie Law
Music Editor: Johnny Green
Sound Designer: Dave Robertson
Additional Sound Design: Andre Ruello
