‘This is Footy Country’: Telstra celebrates country football and their communities in joyful new campaign via The Monkeys


Building on over two decades of partnership with both NRL and AFL, Telstra has launched a new creative platform, ‘This is Footy Country’ via The Monkeys, part of Accenture Song.


The campaign aims to shine a light on Telstra’s commitment to regional Australia by celebrating and acknowledging country footy and the deep relationship between local footy clubs and their communities.

The integrated campaign leverages Telstra’s sponsorships with community initiatives across both codes and creative assets through broadcast and in-stadium signage, as well as in Telstra’s own retail environment.

The creative features a team that gets stranded before a game, and the club president quickly pulls together a crew of last-minute replacements. Through its distinct visuals, the campaign heroes the many players, supporters, fans and volunteers that all make such a valuable contribution to the club.

The campaign will run through the footy finals season until October 1, across TV, online and out of home, including billboards and Stadiums.

Says Brent Smart, chief marketing officer, Telstra: “Whether you’re an AFL or NRL fan, footy invokes a feeling in us and a sense of community and it’s in the country where this runs deepest. Telstra has a strong affinity with regional Australia and we’ve been working with the AFL and NRL for over two decades, so we decided to marry the two together with our new creative platform, This is Footy Country.”

Says Scott Nowell, group chief creative officer, The Monkeys: “The campaign aims to celebrate the deep bond that exists between country footy clubs across Australia and their communities. Country footy emphatically represents the very best aspects of these codes, so a chance to shine a spotlight on it – using so much local talent – has been a real joy.”

Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Creative Excellence: Anna Jackson
Head of Brand & Network Marketing: Alita McMenamin
Senior Brand Specialist: Jon Hollett
Principle Media Sponsorships, Awards & Experiential: Genelle Sharples
Senior Media Specialist: Robert Aoukar
Senior Sponsorship Specialist: Esther Chand
Senior Sponsorship Specialist: Dominique Barlow
Sponsorship Specialist: Lauren Plumridge

Creative Agency: The Monkeys, part of Accenture Song
The Monkeys Group CEO & Accenture Song ANZ President: Mark Green
Group Chief Creative Officer: Scott Nowell
Chief Creative Officers: Ant Keogh, Tara Ford
Head of Production/Producer: Penny Brown
Chief Client Officer: Belinda Drew
Business Strategy Director: Ben De Castella
Creative Director: Sam Dickson
Creative Director: Cameron Bell
Senior Art Director: Alex Polglase
Senior Copywriter: Jake Ausburn
Art Director: Emmalie Narathipakorn
Copywriter: Seamus McAlary
Design Lead, ANZ Accenture Song: Fabio Buresti
Chief Strategy Officer: Hugh Munro
Group Business Director: Amanda Porritt
Senior Business Director: Samar Karim
Business Manager: Kevin Diep
Print Producer: Candy Carter

Production Company: Exit Films
Director: Mark Molloy
Executive Producer: Leah Churchill Brown
Executive Producer: Declan Cahill
Producer: Mark Foster
Head of Production: Jacquie Riley

Casting: Citizen Jane

Post Production: The Editors
Post EP: Nicoletta Rousianos
Post Producer: Adrian Konarski
Editor: Jack Hutchings
Editor: Grace O’Connell
Colourist: Ben Eagleton
Online: Eugene Richards
Online: Stuart Cadzow
Online: Heather Galvin

Photographer: Cory White

Audio Production: Massive Music

Music supervision: Level Two Music
Track: “Sandstorm” by Whisky Shivers
Publishing: Universal Music Publishing Group

Media Agency: OMD
Business Director: Ally Chin
Account Director: Hannah Robertson
Senior Sport Partnership Manager: Matt Clear