Telstra has launched a new campaign for its home internet offering – ‘happy internetting’.
With Australians using billions GB of data at home every month, the new campaign pays tribute to all the various ways we spend our time online. To support the launch, Telstra is also offering free fibre upgrades, providing the speed and reliability for the wide range of ‘internetters’.
Created by Bear Meets Eagle On Fire in collaboration with illustrator Dave Arcade and VFX/ Animation studio Mathematic, the campaign launches with ten 15” films – each playfully highlighting a different type of everyday internet user; from “button mashers” who go all-in on gaming, to endlessly scrolling “meme fiends,” and “rabbit holers” who deep-dive down internet spirals.
With a distinct visual style highlighting amusing internet insights and behaviours, the campaign will roll out across OOH, social media, and retail spaces.
Further acts of support and partnership beyond fibre upgrades supporting the ‘happy internetting’ program will continue to roll out over the next six months.
“In a category focused on speed and data we chose to focus on something completely different. People aren’t excited about download speeds, they are excited about what they can do online. Happy Internetting shifts the spotlight from technology to the people, celebrating their passions, quirky interests and the communities that make the internet such a fun and important part of daily life,” Alita McMenamin, Head of Brand and Marketing Communications, Telstra said.
“Everyone has their own internetting interests and quirks that make service and performance matter to them. We just wanted to highlight those in a way that felt celebratory, and then offer them deals and upgrades that feel more tailored to those interests,” Micah Walker, Chief Creative Officer, BMEOF commented.
CREDITS
Client — Telstra
Chief Marketing Officer: Brent Smart, Jana Kotatko
Head Of Brand And Marketing Communications: Alita McMenamin
Head Of Strategy & Creative Excellence: Nicky Bryson
Head Of Consumer Marketing: Stephanie Fredericks
Campaign Lead: Kelly Georgiou
Head Of Media & Marketing Operations: Paula Marreiros
Media Specialist: Tayla Hope
Creative Agency — Bear Meets Eagle On Fire
Illustrator: Dave Arcade
Creative Representation: Closer & Closer
Creative Producer: Kelly Barbero
Senior Project Manager: Camille Valbusa
Production Support: Theresa Zicolello
Partner Agency — +61
VFX / Animation Studio — Mathematic
Animation Director: Mathieu Betard
Executive Producer & Partner: Rebecca Rice
Senior Post Producer: Gouna Logan
Comp Supervisors: Daniel Rodrigues, Astrid Tessier
Animation Supervisors: Mathieu Betard, Leyla Kaddoura
Production Coordinators: Chiara La Selva, Robin Segura
Additional Animation: Josh Trotter
Sound House — Rumble Studios
Sound Designers: Tone Aston, Daniel William
Composer: Jeremy Richmond
Executive Producer: Michael Gie
