Dodo hits the road in latest campaign ‘Dodo goes mobile’ via ATime&Place
Dodo Australia has launched Dodo goes mobile, a new campaign via ATime&Place that explodes Dodo’s previous suburban life to explore what’s possible with great value mobile.
Building on the beloved Dodo character and rich brand world developed with ATime&Place, Dodo goes mobile sees Dodo hit the road with his mate Rick, on a road trip that shows you can do more, share more, and have more fun in more places with Dodo mobile.
The hero film is made up of shots filmed POV style, appearing as an authentic document of a great day out captured on phone cameras, with Dodo seamlessly inserted into real scenarios as he continues his evolution from brand mascot to the most human bird in Australia, appropriately soundtracked by Aussie band Skegss’ road-trip-worthy earworm “I Think That I Can Fly”.
Says Matt Lawson, Chief Creative Officer, ATime&Place: “Mobiles are so ubiquitous that we take them for granted, but they’re pretty amazing things. They connect us to the ones we love, get us where we’re going, keep us entertained and, importantly, let us order food without having to talk to anyone. We wanted to remind people of that by looking at things through a birds’ eye view (albeit one who can’t get above ground level) rather than reel off a list of mobile features. If a flightless bird with useless arms can get more out of life with a great mobile plan, there’s hope for all of us.”
Says Dave Albon, Head of Brand & Integrated Marketing (Consumer), Dodo: “Dodo has been delivering great value for more than 25 years, but longevity only matters if you keep giving people a reason to consider you. That means going beyond giving people the standard features, and actually giving people a feeling. Like positivity, possibility, and freedom. That’s why the road-trip is the perfect framework for this message. We get to take a sight-seeing tour of Dodo’s impressive mobile capability, but also tap into a universal narrative to tell a bigger story about living the good life.”
ATime&Place continued its work developing new ways to bring Dodo into live-action environments with the campaign. For the road-trip scenes, the agency combined live-action filmmaking with an in-house GenAI workflow, an approach that was a creative choice as much as a practical one.
Says Rob Weir, Head of AI Studio, ATime&Place: “For this campaign, it was important to preserve real human talent and live-action filmmaking to keep the Dodo road trip feeling authentic. The generative AI workflow gave us a more streamlined production approach, but it also allowed us to iterate quickly to client and creative feedback and evolve some of the shots beyond what had originally been storyboarded. The end result is a hybrid integration of live action and GenAI that, hopefully, looks like it flows uninterrupted. We’ve spent the past year or so building proof of concepts and techniques for Dodo, while constantly assessing how and when these tools can best be adopted into new workflows.”
Rolling out nationally across TV, BVOD, social and outdoor, Dodo goes mobile promotes Dodo’s mobile offering, including 50% off for the first four months on selected plans. The campaign includes a 30-second hero film, three 15-second films, six-second social animations, static social creative and large and small-format outdoor executions.
The 30-second spot will also run on Netflix around NFL content.
Client: Dodo, Vocus Group
General Manager Marketing (B2C): Tony Timpanaro
Head of Brand & Integrated Marketing (Consumer): David Albon
Marketing Specialist: Patrice Sutherland
Graduate: Jessica Clarke
Creative Agency: ATime&Place
CEO: Adrian Mills
Chief Creative Officer: Matt Lawson
Planning Director: Sally Denniston
Head of AI Studio: Rob Weir
Account Manager: Sarah Holmsen
Head of Broadcast: Marlese Byfield
Senior Producer: Christina Dess
Copywriter: Andy Matthews
Finished Art: Ian Lewis
Production Company: ATime&Place
Directors: Rob Weir / Matt Lawson / Chris Hill
Production Partner: Iris Arc
Producers: Annie Thiele / Lauren Simpson
Director of Photography: Max Walter
Post Production: ATime&Place
Editor: Rob Weir
Colourist: CJ Dobson, Moodlab
Sound Post Production: Squeak E. Clean Studios
Sound Engineer: Paul Le Couteur
Music Supervision: Massive Music
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