Telstra and Droga5 back James Cameron deep sea exploration project

Ad agency Droga5 and its client Telstra are behind an exploration of the deepest part of the ocean by director James Cameron.

According to a press release from Droga, the agency put client Telstra in touch with Cameron’s team, and the telco is to provide the technology to stream images of the exploration, which will take place in the Mariana Trench in the Western Pacific.

The press release from Droga5:

In the event of the decade, Droga5 has helped partner Telstra with Oscar-winning Hollywood director and explorer, James Cameron, as he embarks on a journey to explore the deepest point on earth, the Mariana Trench.

The expedition, called DEEPSEA CHALLENGE, has been in development for over six years and is a joint scientific project by Cameron, the National Geographic Society and Rolex to conduct deep-ocean research and exploration to expand our knowledge and understanding of these largely unknown parts of the planet.

Droga5 introduced Telstra to the expedition, for which Telstra is providing the technology that will connect people around the globe to images from the expedition in the Western Pacific, while Telstra’s on-board internet connectivity is crucial to the smooth running of the expedition.

David Nobay said “Mark Buckman engaged us on the Telstra roster to amplify the brand’s core message “It’s how we connect” and make it truly resonate with Australians beyond traditional media
platforms. Our work in introducing this epic adventure to Telstra, is why we continue to be inspired and privileged to work alongside this iconic Australian brand”.

Telstra Chief Marketing Officer, Mark Buckman said Droga5 was an important partner for Telstra and he was excited to work with them on this innovative project.

“When Droga5 brought this project to us three months ago, we immediately saw its potential to bring to life Telstra’s unique ability to connect Australians to exciting world events.”

Telstra will launch a ‘global classroom’ simultaneously linking students from schools in Perth, Australia and Malibu, California via a live three-way connection directly to the boat so they can share first-hand in the excitement of scientific discovery. ‘

In 1969 the Overseas Telecommunications Commission (OTC), which later became part of what is
now Telstra, helped bring images of Neil Armstrong’s “giant leap for mankind” to the world.

Today, with the help of Droga5, Telstra is doing it again as legendary filmmaker and explorer James Cameron embarks on the moon mission of our time: exploring the deepest point on the planet – the bottom of the Mariana Trench – in a submersible built in Australia.

So all Australians can share in the excitement of the DEEPSEA CHALLENGE expedition, Telstra will run an exclusive video blog with frequent updates from the ship’s physician and author Dr Joe MacInnis on youtube.com/telstra.