Following the launch of its new brand platform ‘It Feels Good to Belong’, Belong has launched a 2-minute radio ad celebrating the joyful and unexpected wormholes the internet leads us down via Howatson+Company and Eardrum.
Featuring musician Andy Hopkins, the spot takes the form of a modern love song to the internet, journeying from facts about octopus flatulence to apps that help you speak Spanish.
Belong head of brand, communications and culture, Kelly Schulz said the internet gets a bad rap sometimes, but it can be a wonderful joyful and exciting place. From streaming hours of random content to joining forums about things that taste like blue, it’s where everyone belongs, no matter what you’re into: “As a telco that’s all about inclusivity and Belonging, we felt compelled to sing about it with some wonderful Australian musical talent.”
Howatson+Company creative duo Jared Wicker and Elaine Li said the internet has always been there for us all and this was our chance to work with Belong to return the favour for consumers with a light hearted modern love song.
The campaign will run on across the national Nova, KISS and Triple M networks in specially designed 2-minute ad placements.
Belong is Australia’s first carbon neutral mobile and internet provider. In June 2021 the telco announced the appointment of Howatson+Company as its creative and media strategy agency of record. This latest work launches less than one month after the agency launched Belong’s new fully integrated brand platform, extending across brand communications, product, sim card packaging, website, UI/UX, staff collateral and more.
Head of Brand, Comms & Culture, Kelly Schulz
Brand + Creative Lead, Leanne Boyd
Brand Specialist, Clare Taylor
Media strategy: Howatson+Company
Media trading and buying: OMD
Song written by: Andy Hopkins and Ralph van Dijk
Produced and Arranged by: Andy Hopkins
Directed by: Ralph van Dijk
Production Company: Eardrum
Production Company Producer: Lesley Chambers