Telstra has launched its new brand platform ‘Wherever we go’ powered by two intriguing characters who journey together (a metaphor for partnership) through a world.
The campaign marks a shift from the company’s corporate image to one consumers can easily resonate with. Oscar-nominated animation duo Smith and Foulkes has created the animated film Duet. Telstra has also embarked on an epic OOH campaign, which includes painted murals, and graphic illustrations, across 3,000 sites.
Brent Smart, Telstra’s CMO, says if you want to change how people feel about the brand, one has to change how the brand feels. “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.”
Smart said the range of executions and commitment to crafted detail suggests a more contemporary and imaginative chapter for Telstra under ‘Wherever we go’. It marks a conscious move away from the previously more corporate image of the brand.
Micah Walker, founder and CCO of Bear Meets Eagle On Fire, said it has become unusual to see this level of craft at the heart of a major campaign. “I’m just proud of all the folks who’ve cared so hard to make this work,” he said. “It’s not that often you get to make work this considered and crafted, and to do it at this scale is just really rare.”
Blake Crosbie, Managing Director of +61, said the campaign has been a great journey with Telstra. “The work is the beginning of redefining the relationship they have with their customers. It puts partnership at the center of the Telstra brand.” Helen Guard, MD of Media, said they have pushed the boundaries within the media to bring this campaign to life. “It’s about creating a world of epic wonder, from the screens to streets, and places Telstra in high reaching, high attention, premium environments.”
Through ‘Wherever we go’, Telstra has redefined its relationship with customers.
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