Telstra showcases ‘the magic of technology’ with launch of ‘Thrive On’ campaign via The Monkeys
Telstra has unveiled a new brand campaign that brings to life the magic that can be created on Telstra Networks. The fully integrated campaign created by The Monkeys, highlights how Telstra enables people to thrive in a connected world and aims to position Telstra from a telco to a techco.
The launch ad features a quote from renowned science fiction writer and futurist Arthur C. Clark: ‘Any sufficiently advanced technology is indistinguishable from magic’.
The film then showcases how Telstra innovations enable people, businesses and communities to thrive. Telstra products and services feature throughout the film and campaign. Starring a voiceover by Australian Slam poetry champion Phil Wilcox and a soundtrack by local Australian act Flight Facilities, the campaign also features Sydney visual artist Jessica Bush, Melbourne Illustrator Elise Hurst and The Australian Ballet artistic director David McAllister.
An extensive social, digital, experiential, outdoor and print campaign follows spanning the entire Telstra portfolio from consumer, small business, enterprise and government, as well as media and entertainment. As part of the relaunch Interbrand have completed a refresh of the Telstra brand identity.
The work represents Telstra’s transformation into a service-led solutions provider using software, platforms and its best in class Networks to create innovation and relationships that extend beyond bundled products or phone plans and the domestic market. The work aims to create a cohesive global brand across all customer segments. The idea celebrates the magic of Telstra technology and what it makes possible. It shows people what’s possible in the future and how Telstra can improve today.
Says Telstra group executive of media and marketing and chief marketing officer Joe Pollard: “The Monkeys were an amazing agency to work with as were all our partners on this important brand evolution. Their understanding and passion for Telstra coupled with their hard work has co-created the result we and most importantly our customers see today.”
“They have worked around the clock seamlessly with our team to bring to life what it means to thrive in a connected world.”
Says The Monkeys co-founder and chief creative officer Justin Drape: “Telstra is one of Australia’s greatest companies and we are extremely proud to play a role in relaunching the Telstra brand in Australia and overseas. I think it’s brilliant that Telstra can bring together the best networks, software services and experiences to help Australians thrive, as individuals, as communities and as a nation.”
Agency: The Monkeys
CCO / Co-founder: Justin Drape
ECD / Co-founder: Scott Nowell
CEO / Co-founder: Mark Green
Executive Planning Director / Partner: Fabio Buresti
Managing Director: Matt Michael
Senior Copywriter: Dennis Koutoulegenis
Senior Art Director: Jake Rusznyak
Copywriter: Archana Murugaser
Art Director: Chloe Banicevic
Group Content Director: Kat Kelly
Content Director: Kate Oliver
Head of Production: Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Senior Planner: Chrissy Blackburn
Production Company: Revolver
Director: Simon McQuoid
Managing Director & Executive Producer: Michael Ritchie
Executive Producer & Producer: Pip Smart
Producer: Ian Iveson
Producer: Caroline Barry
Media: OMD
Business Director: Chris Whitnall
Client: Telstra
CMO, Group Executive Media: Joe Pollard
Executive Director, Retail Marketing: Jeremy Nicholas
Director, GES Marketing: Andy McFarlane
General Manager, Brand Marketing: Ben Cutler
General Manager, Media and Digital: Harry Lowes
Senior Brand Manager: Maria Rizzo
30 Comments
Dear Telstra, stop with this nonsense. You’re not part of my life. I pay you to do a service so just do it well. ‘Magic of technology’ you say? My internet is still shit and my phone still cuts out. Spend your money fixing these problems instead of playing up like carefree monkeys.
Jog on, telestra
That’s actually really good. Well done.
IMHO it’s really expensive wallpaper. And a terrible tag line.
It’s a great Ad.
I’ve always admired the work for John Lewis
BBH would like their idea back
https://www.youtube.com/watch?v=_N9–e0GDJk
You gotta love the Monkeys. Every time they’ve done something that’s makes you go ‘that’s half decent’ someone points out it’s been done before.
Every time.
Makes good wallpaper for iPhone or Samsung, but all that technology has nothing to do with Telstra.
The launch ad features a quote from renowned paedophile Arthur C Clark.
http://www.independent.co.uk/news/media/press/notw-editor-spiked-paedophilia-scoop-on-arthur-c-clarke-for-fear-of-murdoch-7920816.html
http://chrisspivey.org/child-sex-pervert-arthur-c-clarke-raises-his-glass-and-grins-during-a-state-banquet-attended-by-prince-charles/
Spark in NZ have just come out with a Magic Happens Every Day campaign.
Nice. The trouble with nice is it doesn’t penetrate. Only great penetrates. I hate nice.
Oh look folks, a shiny turd.
Beyond the use of a spoken word poet, I fail to see the similarity with the BBH spot? Feels like people can’t wait to chop these guys down.
I fail to see the similarity with the BBH ad, apart from it ft Harry Baker the spoken work poet and this one also having a spoken word poet with maybe the same tempo (many of the younger spoken word poets have the same temp/cadence tho)
It is nice id say. not great but then not everything can be great so again CB people, stop pissing on everything that isn;t great
as a customer it annoys the hell out of me that they spend this money on marketing when their services being paid for are somewhat questionable.
Money needs to go into back end and fix the continual problems across all their services.
Maybe then and only then they could say something, until then stop trying to cover your faults with glossy pics.
Telstra customers will hate it.
That is just so lame. It’s an insult to wallpaper. Here’s an idea: why don’t you mash this up with the Woolworths spot and see if anyone notices.
And this ad came on all the TV’s – I seriously watched the whole thing. It’s beautiful.
Purdey’s have been using that line in the UK for the last couple of months
https://www.purdeys.com/
‘Thrive On’ is the new positioning line for Purdeys.
It was in all the trade press here a while ago.
I don’t work at the monkeys but it f’ing annoys me that everything that gets posted here gets dumped on. This is brand work pure and simple, and what I’d call quality brand work. The fact that bbh used a spoken word poet on a self promotion video a while back surely shouldn’t disqualify anyone in the world from.ever using one. And to everyone dumping: what have you done lately?
Hey Groucho,
How is your cigar tasting? Having fun in Venice?
Really nice work – it’s the first time I’ve seen an ad that makes sense of Telstra’s role within technology that doesn’t harp on about them being the biggest, best or fastest (and I’ve been responsible for a heap of those in the past).
The tag line makes absolutely no sense within the context of the rest of the ad but I’m guessing that was the client’s mandatory addition to an otherwise classy and elegant brand piece.
Gudonya, Monkeys.
Thrive on is right – email from telstra last night –
We sent you an email on 15 July 2016 explaining that we’d had an issue with your data usage meter for your cable internet service and it was now fixed.
This was incorrect and unfortunately the issue is yet to be fixed. This means you will not be able to monitor your data usage in My Account and any data used will not go towards your allowance until it is fixed. This will take up to two months to be completed but we’ll be in contact with you once it happens. You won’t notice any disruption to your broadband service.
Haven”t been able to check for the past two months. Service-led?
Sounds to me like false advertising?? What it makes possible??? Cant even check usage- laughing.
Come on guys! Credit where credits due?
I get over post getting no cred.
There is some nice work here from them too… Can we have a company name at least? Or do we need 4 producer production company credits, so didn’t have the space??
What an inspiring ad. Very engaging well done to all
It is a beautiful piece of work but the fact it is for Telstra really shits me and makes me change the channel / mute every time it comes on. Patronising as hell.
Worse VO I have ever heard, feel so sorry for the DOP who actually produced nice images
Absolutely annoying and totally ridiculous.
Get rid of it. It is driving a lot of people mad.
…take you higher, push you farther – who uses that word in Australia.
Not sure why people are using this forum to bag Telstra. It’s about the creative. And as a brand ad it is absolutely sublime. I want to watch it every time it comes on. I want to learn the lines. They are inspiring. They are memorable. And they make me believe that at least the marketing team at Telstra believe they are going to do great things. Well done to the team at Monkeys. One of the most compelling tech ads I’ve seen in a long time.