'Duet’ is a metaphor for partnership and the brands change in direction.
Telstra is launching a new brand platform “Wherever we go” with an integrated campaign.
‘Duet’, a whimsical animated film which features two characters who journey together through a wondrous world in perfect harmony, is a metaphor for partnership and the brand's change in direction.
The work is set to a whistling composition of Islands in the Stream, brought to life by Oscar nominated animation duo Smith and Foulkes.
The craft and ambition extend beyond the film to nearly 3000 out-of-home sites, including forty special builds and painted wall murals, feature graphic illustrations by Ben Hassler that have been meticulously recreated in layers of paper with artist Kyle Bean and photographer Carl Kleiner.
Telstra’s chief marketing officer Brent Smart said the range of executions and commitment to crafted detail suggest a more contemporary and imaginative chapter and marks a conscious move away from the previously more corporate image for the brand.
"If you want to change how people feel about your brand, you have to change how the brand feels," Smart said.
"This work captures the spirit of optimism and promise of partnership that we want the Telstra brand to be all about. We want to show that the biggest brands can also be the most imaginative."
The campaign launches in both the AFL and NRL Grand Finals, before extending into media buys across broadcast, digital, and social.
Bear Meets Eagle On Fire founder and chief creative officer Micah Walker said he is excited to launch the campaign.
“I’m just proud of all the folks who’ve cared so hard to make this work,” Walker said.
“It’s not that often you get to make work this considered and crafted, and to do it at this scale, is just really rare,” Walker said.
+61 managing director Blake Crosbie said the campaign pushes the boundaries within the media.
“This campaign has also been a great journey with Telstra and the work is the beginning of redefining the relationship they have with their customers," he said.
" It puts partnership at the center of the Telstra brand."
Credits:
Creative agency: Bear Meets Eagle On Fire +61
Media agency: OMD
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Sponsorship: Alita Mcmenamin
Head of Creative Excellence: Anna Jackson
Senior Brand Manager: Jon Hollett
Brand Manager: Dene Mackenzie
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Robert Aoukar
FILM
Production company: Riff Raff:
Directors: Smith & Foulkes
EP/Producer: Tracey Cooper
PM: Theo Cassels
Character Designer: Chris Martin
Storyboards: Adam Beer
Post Production: Black Kite:
Exec. Producer - Julie Evans
Senior Producer - Polly Durrance
Producer - Olivia Donovan
Colourist - George Kyriacou
2D Lead - Guillaume Weiss
Flame - James Belch
Nuke - Itay Greenberg
Nuke - Matt Hutchins
Nuke - Sarah Breakwell
Concept / DMP - Jimmy Kiddell
Concept / DMP - Carlos Nieto
Lead Animator - Conor Ryan
Lead Animator - James Brown
Animator - Loay Shaban
CG Rigger - Martin Villert, Chris Gill
CG Lead - Oleg Troy
CG - Daniel Moore, Kornel Makarowicz, Andrew Bartholomew, James Hansell, Jim Cullen, Aurelien Lemonnier, David Loh, Luis Yrisarry Labadía, Mark Ardisson, Sophie Langton, Alfie Gunter, Ethan Francis, Gabriela Di Vincenzo, Joel Paulin
Additional Post Production: ALT VFX
Music Supervision: Trailer Media
Music Production company: Manderley Music
Music arranger: Ben Cocks
Music producer: Sean Craigie-Atherton
Main Whistler: Andy McKeane
Harmony Whistler: Vanessa Forero
Additional whistling: Ben Cocks
Sound House: Rumble Studios
Lead Sound Designer: Tone Aston
Sound Designers: Daniel William / Renee Park
Sound EP: Michael Gie
OOH
Photography: Studio Kleiner
Photographer assistant: Robin Berglund
Production: MINK MGMT.
Illustrator: Ben Hasler
Paper artist: Kyle Bean
Paper assistant: Andrea Portoles
Agent: Atrbute
