Telstra launches major campaign ‘Better on a Better Network’ featuring 26 stop-motion films via Bear Meets Eagle On Fire, +61 and OMD
Telstra has launched its latest campaign ‘Better on a Better Network’ via Bear Meets Eagle On Fire, +61 and OMD Australia demonstrating Telstra’s position as the largest and most reliable telecommunications provider.
The campaign features 26 stop-motion films, each of which focuses on a specific location around Australia and the uniquely idiosyncratic characters who live there and benefit from better coverage. The result is an undeniably Australian series of spots built around the idea that everywhere is better on a better network.
Cast from a wide variety of authentic Australians from all over the country, the characters come to life as everything from father and son krills and blokey wattle flowers, to larping Tasmanian devils and teenage goth cockatoos.
To bring this series to life, BMEOF and +61 partnered with award winning director Jeff Low at Revolver. Low brought on acclaimed animation director Tobias Fouracre, whose experience on Isle of Dogs and Fantastic Mr Fox made the duo perfectly suited to bring the unique production to life.
Says Brent Smart, chief marketing officer at Telstra: “I just love this work. It has the scale to match our network, yet delivers the message with humility and humour and having a bunch of these 15s continually rolling out will make them feel fresh and surprising. Huge thanks to our awesome partners at Bear and +61, who really sweated this. The level of craft and care really shines.”
View the making of film below:
Creative Agencies: Bear Meets Eagle On Fire, +61
Media Agency: OMD Australia
Production Company: Revolver
Director: Jeff Low
Animation Director: Tobias Fouracre
4 Comments
Incredible level of craft. Great to see a brand embracing the power of a well-crafted execution.
These are excellent! Simple, beautifully executed, funny and unique.
Who needs proof points… bravo team for convincing client to steer away from the noise of this market. It’s nice to see creative work in the wild like this. Very rare to see
I applaud that a campaign like this was able to be made for a brand as historically safe and politically difficult as Telstra. The fact that these were able to be crafted as beautifully as they were and while remaining rather single-minded is remarkable considering the degree of difficulty.
This campaign alone will not change the fortunes of the Telstra brand. It will take many years of staying the course, and building upon this for it to have any lasting impact or legacy. Brands and marketeers these days aren’t really into forging legacies – campaigns, taglines, and incumbent agencies change as regularly as the person sitting in the client’s seat (which is 2-3 x years, generously).
I hope the vision behind these gets realised, and I hope that Telstra doesn’t water this down. I’m somewhat sceptical how this creative vehicle can do all that “advertising” stuff a telco needs to do, but I’ll be happy to be proven wrong.
Clients of Australia – please take note. Don’t be boring.
This work is so wonderful.
I would LOVE to see how they presented the concept, as it can be so hard to sell animation particularly when the craft comes in the final 90%.
Massive hat tip to Micah and the whole team at BMEOF and +61.