Belong dives into a world of good stuff in new brand campaign via Howatson+Company
Australian telco Belong, together with Howatson+Company, has launched a new brand campaign ‘More of the good stuff’ celebrating the awesome data, speed, security and prices customers enjoy with Belong mobile and internet.
The film, created by animation house, Zombie Studio and set to Dean Martin’s iconic ‘That’s Amore’, dives to the depths of the ocean floor to meet a lonesome eel who falls in love with an underwater internet cable, only to accidentally unleash the magic of the Belong onto the seabed and all its creatures.
Says Aaliah Eggins-Bryson, head of product and marketing, Belong: “Belong has consistently delivered excellent services at a reasonable cost, and our goal was to create a brand platform that reflects this while appealing to a broader audience. What’s great about this brand platform is its ability to achieve this while maintaining our brand’s feel-good ethos. You watch the spot, and you can’t help but smile.”
Says Gavin Chimes, ECD, Howatson+Company: “In the last few years, Belong has established a legacy of whimsical, feel-good campaigns. ‘More of the good stuff’ builds upon this. It’s a joyful and unexpected celebration of Belong’s core offering – awesomely affordable internet.”
The campaign will rollout across TV, BVOD, online video, OOH, and audio with support across digital and retail placements.
Client: Belong
Chief Executive Officer at Belong: Jana Kotatko
Head of Product & Marketing at Belong: Aaliah Eggins-Bryson
Creative & Social Lead: Kate Lightfoot
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Director: Michael Kleinman
Creative Director: Doug Hamilton
Creative Director: Simon Friedlander
Head of Production: Holly Alexander
Client Partner: Ollie Wearne
Senior Account Director: Angela Lethbridge
Senior Account Manager: Maddy Philips
Design Director: Ellena Mills
Finished Artist: Simon Merrifield
Media Strategy: Howatson+Company
Chief Media Officer: Sasha Smith
Media Planning & Implementation: OMD
Head of Group: Dervla McGivern
Business Director: Frances Meadows
Account Director: Annabel Williams
Account Manager: Isabella Jordan
Account Executive: Richard Atkins
PR Agency: SHAPER x CLEMS
Production: Zombie Studio
Director: Paulo Garcia
Executive Producer: Natalia Gouvea
Executive Creative Director: Daniel Salles
Producer Director: André Carvalho
Art Director: Marcelo Garcia
CGI Director: Leandro Marcelino
CGI Technical Director: Wesley Oliveira
Agenda Coordinator: Kira Nayana
Account Services: Gabriela Leal, Stephanie Wang
Producer: Vivi Torre
Music Supervisor: Anton, Trailer Media
Sound Studio: Heckler Sound
Executive Producer: Bonnie Law
Music Editor: Johnny Green
Sound Designer: Dave Robertson
Additional Sound Design: Andre Ruello
27 Comments
I like to think the creatives picked the song because they thought Moray eels were the electric ones.
This is great! Entertaining and a welcome change to mundane telecommunications campaigns.
Yeah, more data to spend less time with your friends, your family, and in the real world.
We have all lost the plot as a species.
It’s actually quite a nice ad, but society is utterly mad nowadays.
Amazing animation, really levelled up from previous campaigns! Nice work Zombie.
These creatures are getting the ‘lion’s share’ of compensation for on-screen exposure. Especially after the writer’s strike of 2023.
Gtfo out H+C. I love this so much.
Theres no life where the cable is laid :(. Was this a legal thing? to show the realities of cables destroying the ocean life? ps love the animations, Zombie studios did an incredible job.
Beautiful and brilliant! So many nice ideas in here as well as A*** character animation and design!
Nice little cheeky inclusion.
So many lovely little easter eggs in there. Charming as hell.
Asking for a friend…
What’s the actual idea here?
Surely there’s better mocks for the OOH to go in than these?
got a bit lost with the cable underwater, but everything is so nice I forgot about it.
With so many amazing animation studios in Australia its sad to see this work go offshore, Congrats to Zombie it looks great.
But make it telco
If I hadn’t read the press release i wouldn’t understand this one bit. The eel thinks the cable is another eel why?
The cable underwater is the Southern Cross Cable methinks, connects Australia to the rest of the world internet wise. Love the nuanced details. I liked this v much. Props for getting an Onlyfans pun in there too.
before they dropped the animals.
I’m so glad the Belong quote references going after a broader audience, cause it sure ain’t made for Belong’s target customer or where they spend their time anymore.
But, phenomenal character animation and craft. And yes, it made me smile.
Who let’s you get away with onlyfins
Boring and unbranded
I’m guessing we’ll be seeing these characters again. Optus were mad to move away from one of Australia’s most loved and most recognisable distinctive brand assets all those years ago, after millions and millions of dollars of investment and massive equity, and it looks like Belong have stepped into the gap.
Either that or they just thought ‘amore’ is a bit like ‘more’. Which is worse?
P.S. I just read the release. Had not realised the eel fell in love.
What’s the budget for the campaign I wonder?
Smashed it. 10/10.
I really love the Belong ad on channel 9. May I please have the name of the singer? I love his voices on the ad. My entire family are with Belong, mobile phone plans are excellent, internet connection also excellent.