Every telco wants to connect with the youth market. When you’re an “establishment brand” like Telstra, you have to work even harder to compete. That begins by doing something that’s different in a category where so much has already been done.
The Monkeys has called on the lure of music and dance culture in its new campaign, Together, it’s magic.
At the centre of the campaign promise is connectivity, another youth priority. At the centre of the creative is Triple J Unearthed artist, Thelma Plum. Pulling the two together is a dash of fantasy and a soupcon of dance.
The film, which was directed by Joel Kefali of Goodoil Films, features Plum and a rendition of her new track, Clair de Lune, which has been released to coincide with the launch of the campaign.
The Monkeys co-founder and creative director, Justin Drape, commented, “It has been a fun ride bringing this campaign to life. We’re thrilled to be able to work with Thelma – she has a captivating way of demonstrating the magic that’s possible when technology and the country’s best mobile network come together.”
Listen to Thelma Plum’s Clair de Lune here.
Creative Agency: The Monkeys
Co-founder & Creative Director: Justin Drape
Creative Team: Hugh Gurney, Chelsea Parks & Wassim Kanaan
Head of Production: Thea Carone
Senior Producer: Jade Rodriguez
Strategy Director: Kit Lansdell
Business Director: Kat Kelly
Content Director: Katie Bassett
Production Company: Goodoil Films
Director: Joel Kefali
Executive Producer: Sam Long
Producer: Andrew McLean
DOP: Crighton Bone
Editing: Bernard Garry @ The Editors
Post Production & VFX: Fin Design
VFX Supervisor: Justin Bromley
Grade: Ben Eagleton @ BE Colour
Sound House: Simon Kane @ Song Zu
Track: Thelma Plum cover of FF, Clair de Lune
Photography Production Company: Red Door
Photographer: Paul Blackmore
Producer: Natalie Loveridge
Agency Producer: Tanith Williamson
Retouching: Cream Electric Art
Executive Director of Marketing: Jeremy Nicholas
General Manager of Mobility Marketing: Dean Sofianopoulos
Senior Marketing Specialist: Sarah Leavitt