‘If you want to change how people feel about your brand, you have to change how the brand feels’: Telstra launches new platform
Telstra is launching its new brand platform, ‘Wherever We Go’, with an integrated campaign driven by an animated film called ‘Duet’ and out-of-home instillations across almost 3,000 national sites.
Duet was brought to life by Oscar nominated animation duo, Smith and Foulkes, and features two characters “who journey together through a wondrous world in perfect harmony, as a metaphor for partnership”.
The out-of-home adverts span close to 3,000 sites, including forty special builds and painted wall murals, feature graphic illustrations by Ben Hassler “painstakingly recreated in layers of paper” with artist Kyle Bean and photographer Carl Kleiner.
You mean their service technician won’t now drill a hole through my house by mistake, thanks to this work?
How many different ‘feels’ have Telstra had in the last 9 months? The Christmas campaign, the current stop-motion one, the awful outdoor ‘Four Bars’ campaign, now this?
feels niche, skews young – does it talk to telstra heartland – i think not
was it created in an ad land bubble to pay themselves on the back – absolutely
I would love to see the system1 or similar on this around appeal – CGI struggles to see an uptick in emotional appeal. missed an opportunity to reflect the diversity of the customer base at themselves and show the depth and breadth of their coverage. feels cheap
Worked at Telecom and then Telstra for years and felt pride in the advertising because it spoke to our values. This is crap.