Telstra has launched a new brand platform, Wherever we go, with an integrated campaign as it moves away from a more corporate image.
The telco unveiled a whimsical animated film which features two characters who journey together through a wondrous world in perfect harmony, set to a whistling composition of the Bee Gee’s song Islands in the Stream.
The film launches in both the AFL and NRL Grand Finals, before extending into media buys across broadcast, digital, and social and almost 3000 outdoor sites.
Telstra’s CMO Brent Smart said the "charming" and "ambitious" ad is a metaphor for partnership and the brand's change in direction.
“If you want to change how people feel about your brand, you have to change how the brand feels,” he 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 platform was created by bespoke agency +61 which comprises independent creative studio Bear Meets Eagle On Fire, Omnicom's TBWA and media agency OMD.
Telstra traded a traditional agency roster for specialist agencies that focus on brand, customer communications and retail scopes in October last year.
At the time, Smart said he was excited to build something new in the Australian market.
+61 launched ‘From Space to your place’ for Telstra Satellite Home Internet in April.
The "ambitious, yet simple" work combined otherworldly characters with a connectivity solution for people living in remote and regional areas.
Prior Telstra had a longstanding partnership with The Monkeys, CHEP and DDB, who were the minds behind ‘This is Footy Country’ and 'Deals You Didn’t See Coming’.
Telstra cut 2800 jobs this year despite adding 560,00 customers to the existing 26 million services on its mobile network this year, according to The Australian.
The Telco will reportedly launch a Christmas which will not be animated.
“I don’t want to be an animated brand all the time,” Smart said.
“I’m a big believer in brand cohesion versus executional consistency.”
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