Belong encourages Aussies to ‘just BE’ in first national brand platform from Pembleton
In the chaos of everyday life, more families are seeking genuine moments of personal connection. Devices and digital experiences have become an intrinsic part of those shared moments, whether people like it or not. This tension sits at the heart of Belong’s new national campaign, created in partnership with Pembleton.
This work marks the first major collaboration between Belong and creative partner Pembleton, which launched in 2024 and was founded by former Bullfrog executives Matilda Hobba, Simon Bagnasco, Alex Speakman, and Mac Wright.
‘Just BE’ is a platform that doesn’t shy away from the blurred lines between the technology in our hands and homes, and its effect on how we interact with each other.
At the heart of the campaign is Belong’s new ‘BE’ brand code, a unifying design and messaging system tying together brand story, proof points, product features, and retail offers. ‘BE’ signals simplicity at every turn with a clear customer benefit at its heart.
Says Joshua Bailey, Head of Marketing and Retail at Belong: “Belong has always been about helping Aussies feel more connected to each other. The simpler we can make things for families, the more likely those moments of connection can happen. Which is why we’re on a mission at Belong to make mobile and internet as simple as possible for everyday families.”
Says Alex Speakman, partner at Pembleton: “Technology is both a necessity and a complication for modern families – and Belong supported us to creatively lean into this tension in an honest, respectful and relatable way. It’s a campaign we can all see ourselves in – which is an incredibly brave move from a telecommunications company.
Matilda Hobba, partner at Pembleton, believes the project is the perfect demonstration of its model at its best: “Historically, a project of this scale would have required a big agency, with multiple departments and many hands”, she says. “Our model, which involves a small but highly experienced team, who work as one creative / strategy / project management department – allowed us to achieve a great deal with very little fuss. From the beginning, we worked as an extension of the Belong marketing and creative teams – and then, built a bespoke squad to help us produce and roll the campaign out. It was a terrifyingly enjoyable experience”.
Says Peita Golden, Chief Marketing Officer at Belong: “We’re incredibly excited about this next phase of the Belong brand. It’s been incredible to work with Pembleton. A team of such experienced people, who listen, and who work in a truly collaborative manner with all members of the Belong team.”
The platform’s film components were directed by the highly acclaimed director Glendyn Ivin of Exit Films. They consist of a series of six single scene scenarios reflecting one Australian families’ lived experience with mobile and internet technology.
BELONG
Peita Golden – Chief Marketing Officer
Josh Baily – Head of Marketing and Retail
Adelaide L’Estrange – Brand lead
Glenn Watson – Performance Marketing Manager
Tina Ngo – Marketing Specialist
Peter Anastassi – Brand Marketing Manager
Kate Lightfoot – Creative Lead
Francis Van Beek – Design
Rob Collins – Design
PEMBLETON CLUBHOUSE
Alex Speakman
Matilda Hobba
Simon Bagnasco
Mac Wright
PEMBLETON CLUBHOUSE MEMBERS
Sheridan Wadelton – Producer
Matt Alpass – Design
Julian Frost – Animation
Hugo Jackson – Animation
Ed Croll – Finished Art
EXIT FILMS
Glendyn Ivin – Director
Allice Grant – Producer
Ema Thornell – Production Manager
Andy Gough – DOP
Kalvin Soeharto Gueli – Drone Pilot
Ruby Mathers – Prod Designer
Cappi Ireland – Wardrobe Stylist
NICK HAMON CASTING
Casting – Megan D’Arcy
THE EDITORS
Bernard Garry – Editor
Isabella Key – Post Producer
Charlotte Griffiths – Executive Producer
Trish Cahill – Colourist
Jamie Scott – VFX
SQUEAK E
Paul Le Couteur – Head of Sound
Ceri Davies – Executive Producer
MUSIC
Stephen Rae – Composer
HART & CO PHOTOGRAPHY
Cory White – Photographer
Monica Clapcott – Photographic Producer
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