Telstra connects outback to orbit in stop-motion campaign
Telstra has returned to stop-motion animation in a new campaign promoting its new ability to offer texts via satellite when mobiles are otherwise out of range.
Created by Bear Meets Eagle On Fire and +61, the trio of ads features a farmer, miner and hiker using their devices in rural Australia, and comes just two weeks after Vodafone Australia’s campaign that referred to the outback as “nothing’s out here”.
Using a rotating set, the animation moves between farmland, desert and mountain scenes before shifting to space, where the characters’ phones successfully connect to a satellite.
Directed by Catherine Prowse from Passion Pictures, the campaign will run across TV, cinema, digital, social and retail, overseen by media agency OMD.
“This campaign uses simple, endearing product demonstrations to show the benefit of Telstra’s Satellite messaging,” said Alita McMenamin, Telstra’s head of brand and marketing communications.
“The care and craft the team put into making the sets and characters was extraordinary. Satellite Messaging offers customers a simple way to send a message when travelling, working or exploring off-grid – and this work shows that in a way that’s clear and engaging.”
Meanwhile, BMEOF chief creative officer Micah Walker, described the campaign as having a “simple idea with engineering at the heart of the execution.”
“We love that the rigour and care that stop motion requires to make something look effortless is also true of how Satellite messaging works and Catherine has done a lovely job of making that huge effort charming and memorable,” he added.
The campaign launches a fortnight after the departure of Telstra’s chief marketing officer Brent Smart. Smart’s role has been filled by Jana Kotatko, currently an executive at Telstra Retail and Regional and former CEO of telco subsidiary Belong.
Related Content
Campaign Credits
Creative Agency: Bear Meets Eagle On Fire
Partner Agency: +61
Media Agency: OMD Australia
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Marketing Communications: Alita McMenamin
Head of Creative Excellence: Nicky Bryson
Senior Marketing Specialist: Jon Hollett
Head of Media & Marketing Operations: Paula Marreiros
Senior Media Specialist: Ally Chin
Production Company: Passion Animation
Director: Catherine Prowse
