At the end of September, Howatson+Company launched for Belong The Book of Limbo, an offline compendium of wormholes wander into during that tedious offline phone set-up time. it contains facts about whale poop, reverse centaurs, the Queen’s hat collection and giant squids, for example. There’s also the entire edition of Alice in Wonderland printed over eight pages.
It was part of Belong’s brand platform showing Australians that It Feels Good to Belong.
The campaign continues with a 2-minute radio ad celebrating the joyful and unexpected wormholes the internet leads us down.
The spot, created by Howatson+Company, Eardrum and musician, Andy Hopkins, is a modern love song to the internet, journeying from facts about octopus flatulence to apps that help you speak Spanish.
Belong head of brand, communications and culture, Kelly Schulz said the internet gets a bad rap sometimes, but it can be a wonderful joyful and exciting place. From streaming hours of random content to joining forums about things that taste like blue, it’s where everyone belongs, no matter what you’re into.
“As a telco that’s all about inclusivity and Belonging, we felt compelled to sing about it with some wonderful Australian musical talent,” Schulz added.
The campaign will run on across the national Nova, KISS and Triple M networks in specially designed 2-minute ad placements.
Belong is Australia’s first carbon neutral mobile and internet provider. It appointed Howatson+Company in June as its creative and media strategy agency of record. This latest work launches less than one month after the agency launched Belong’s brand platform, extending across brand communications, product, sim card packaging, website, UI/UX, staff collateral and more.
Credits
Client: Belong
Head of Brand, Comms & Culture: Kelly Schulz
Brand + Creative Lead: Leanne Boyd
Brand Specialist: Clare Taylor
Creative Agency: Howatson+Company
Creative Team: Jared Wicker & Elaine Li
Song written by: Andy Hopkins & Ralph van Dijk
Produced & arranged by: Andy Hopkins
Directed by: Ralph van Dijk
Production Company: Eardrum
Production Company Producer: Lesley Chambers
Media Strategy: Howatson+Company
Media Trading & Buying: OMD
