Belong launches new ‘Together We’re Different’ brand platform via Clemenger BBDO, Melbourne
Telstra-owned internet and mobile service provider, Belong, has today launched a new brand platform called ‘Together We’re Different’ via Clemenger BBDO Melbourne.
Launching from today, the new brand platform seeks to highlight the commonalities we share with others that may not be apparent on the surface.
The three launch films each feature a set of individuals from different walks of life. As they walk in to the room, they’re separated by a screen that asks a series of questions and encourages dialogue between the two.
At the end of each film, there’s a moment of reveal when the screen comes up demonstrating that we don’t have to be the same to foster a sense of belonging, and that taking the time to connect and embrace our differences is what unites us.
Says Ben Burge, Belong: “Sameness makes for a really boring life. It was super fun to learn the life stories of the beautiful people in this ad. Our only regret is that we didn’t get more couch time with them”.
Says Gayle While, deputy CEO, Clemenger BBDO Melbourne: “Creating the new brand platform with Belong was a genuine co-creation process. Together We’re Different, the new brand ID and launch campaign really demonstrate what differentiates Belong from its competitors and helps them stand out in a cluttered category.”
The campaign rolls-out across TV, online video and outdoor from today onwards.
Creative agency: Clemenger BBDO Melbourne
Client: Belong
Production company: Revolver/Will O’Rourke
Director: The Glue Society
Managing Director/Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Jasmin Helliar
Producer: Serena Paull
Director of Photography: Geoffrey Simpson
Production Designer: Michael Iacono
Casting: Citizen Jane casting
Post Production: The Glue Society Studios
Editor: The Glue Society
Original Music composition: Otis Studios
Sound studio: Nylon, Melbourne
Photography: Amanda Fordyce
15 Comments
Love it, genius!
Great new look
https://m.youtube.com/watch?v=jD8tjhVO1Tc
Nice rebrand, and very topical in the current climate.
This is for sure an April fools?
The irony in creating a plagiarised campaign that talks to being unique?
Great looking campaign.
Really solid work from a client I image would be tough! Stands out from the rest…
I have an equality boner
Finally a campaign that capitalises on the irrepressible bond between sexual identity and prepaid sim cards
strategically I’ve seen it many times before, It’s a very well trodden path. I like a mock social change campaign but they feel generic now after so many years. You could insert any brand at the end, telco, cell phone manufacturer, airline, TV station, bank, insurance company. Then when I see it’s for an ISP I just don’t buy it, it’s like a bank telling me how they support diversity, pretty sure they all support their bottom line and now everyone supports diversity at least publicly. This is of course a good thing being from a minority background myself but it can easily feel like you’re cashing in when you anchor your comms off it. Craft wise it is good, the people feel genuine but the construction and outtake is too contrived. It misses for me but I’m sure it’ll pick up medal, after all that’s what it’s about.
https://www.youtube.com/watch?v=etIqln7vT4w
Total rip off of the Heineken ad. Amazing it got through the first round and they put one over the company. Lol. Shame on the agency tho.
i like how its pretty smooth and it handles its actors really well. its great to see an ad that encourages respect for each other.
there’s one problem. this is a company that sells electronics and then releases an ad that calls for diversity. its inconsistent with how it approaches this principle of marketing. i watched the ad multiple times to see where they went right and where they went wrong even when the Like/Dislike ratio was favoring the Dislike over the Like.
the problem is this Ad’s target audience is not the consumer, its a smaller version of society and most of the time, companies try and go specific because targeting a broader range or multiple genres is going to affect your marketing by providing weak coverage and benefits for most of its target audience.
the Ad is disliked because the company decided to turn to politics in order to sell their product, instead of pandering to the consumer, the company panders to people whose chances of buying their product are minimal. Its creative, but not effective. its been done before and it has failed multiple times. companies should focus on what allows their product to be successful by pandering to majority consumers and not minority consumers, that’s just good business standpoints.
right now this version of “diversity” approach is going to backfire in Australia. multiple times have companies tried to apply Left-leaning politics into Australia’s commercial industry with enormous backlash. Australia has got bigger problems such as the fact the media are untrustworthy as well as the Australian government being untrustworthy.
Get woke; go broke.
So brave it hurts.
Trying so hard to be edgy that they just ended up looking like a bad cliche.