Telstra has a new brand positioning, This is Why, introduced in a new hero commercial by The Monkeys, that illustrates the telco’s role in supporting Australians.

Jeremy Nicholas, chief marketing officer at Telstra, stated, “The campaign’s statement is underpinned by many of the significant announcements Telstra has made over the past year, including reaching 75% of the population with 5G, answering all customer service calls in Australia, expanding regional mobile coverage, providing disaster relief packages and making significant progress on our renewable energy targets. This year also marks 20 years of our sponsorship of the NRL and 37 years supporting The Australian Ballet…

“…We know how crucial connection is for people, through all the good times as well as the bad. The last 18 months for most Australians have been tumultuous and challenging. Connectivity has never been more of a necessity – to keep businesses going, to help families and friends stay connected, to keep people informed and kids learning. We took our responsibility to Australians during this time very seriously, and we continue to do so as we see paths open up to use technology to build on the innovative thinking that has come out of this disruptive time. Australia Is Why shows how Telstra enables the nation and everyone in it to thrive.”

Australia Is Why is Telstra’s first brand-focused execution since 2016. The full campaign includes large format out-of-home executions as well as the 60-second TVC. Additional 15-second spots highlight individual stories around Telstra’s work in sustainability, sponsorship, connectivity and community, with more real-life examples of Telstra’s influence created specifically for social. The campaign, which was filmed in metro and regional locations, debuted on-air Sunday July 11 and features a diverse snapshot of Australia, including Telstra’s partners from the Australian Ballet, NRL, NRLW and AFL.

A virtual destination, housing curated stories to back up the campaign’s tagline and show the breadth of what Telstra does in Australia, has been created at telstra.com/is-why.

The Monkeys group chief creative officer & co-founder, Scott Nowell, stated “We all have a ‘why’. It’s what gets us up in the morning and compels us to do the things we do, whether it’s for family, for change, for the future, or to right a wrong. Telstra’s ‘why’ is to create opportunities to support every Australian, because we recognise all of our individual ‘whys’ is what moves the country forward.”

Credits

Client: Telstra
Chief Marketing Officer: Jeremy Nicholas
Head of Brand: Julie Caulfield
Principal of Media, Sponsorship & Awards: Genelle Sharples
Senior Marketing Specialists: Maria Rizzo, Rebecca Borgo, Alita McMenamin & Robbie Aoukar

Creative Agency: The Monkeys, part of Accenture Interactive
Group Chief Creative Officer & Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Executive Creative Director: Vince Lagana
Creative Directors: Dan Fryer & Stuart Alexander
Creative Team: Jake Rusznyak, Dennis Koutoulogenis & Ben Sampson
Head of Production: Penny Brown
Senior Producers: Simone O’Connor & Claudia Brookes
Senior Finished Artist: Leah Horsley
Senior Designers: Mel Watson &  Megan Leckey

Group CEO & Co-Founder: Mark Green
Managing Director: Matt Michael
Chief Strategy Officer: Fabio Buresti
Head of Business Management: Belinda Drew 
Senior Business Director: Amanda Porritt
Business Director: Jack Stone
Business Managers: Ciara Moloney & Samantha Packham
Head of Planning: Hugh Munro
Senior Planner: Charlotte Marshall

Production Company: Collider
Director: John Hillcoat
Executive Producer: Olivia Hantken
DoP: Ross Giardina
Casting: Stevie Ray @ McGregor Casting

Post House: The Editors
Editor: Bernard Garry
Online: Soren Dyne & Matt Edwards
Sound Post-Production: Song Zu
Sound Producer: Kat Aquilla 
Sound Engineer: Simon Kane

Print Production Company: Red Door
Photographer: Paul Blackmore
Executive Producer: Natalie Loveridge 
Retouching: Cream Electric Art

Media: OMD

Social & Web: Telstra In-House Creative & Production
Campaign Strategist: Nick Chin
Creative Director: Nads Spencer
Lead Producer: Melanie Stefanou
Creative Producer: James Nyssen