Telstra launches new ‘Australia Is Why’ brand campaign via The Monkeys, part of Accenture
Telstra has today announced a campaign to introduce its new brand positioning, Australia Is Why. The new campaign showcases the important role Telstra plays in supporting Australia and its diverse communities and was created by long-term agency partner, The Monkeys, part of Accenture Interactive.
Says Jeremy Nicholas, CMO at Telstra: “For over 100 years Telstra has been connecting Australians and we are deeply committed to the country’s progress and prosperity. Our new campaign has been created to express the vital and sometimes overlooked role Telstra plays in taking our nation forward; to articulate not just what we do, but why we do it. As the country’s biggest telco and a leader on climate action, a principal sponsor of sport and the arts and strong supporter of the communities we serve, we are committed to Australia and to building world-class infrastructure to keep us all connected.
“We know how crucial connection is for people, through all the good times as well as the bad. The last 18 months for most Australians have been tumultuous and challenging. Connectivity has never been more of a necessity – to keep businesses going, to help families and friends stay connected, to keep people informed and kids learning. We took our responsibility to Australians during this time very seriously, and we continue to do so as we see paths open up to use technology to build on the innovative thinking that has come out of this disruptive time. Australia Is Why shows how Telstra enables the nation and everyone in it to thrive.
“The campaign’s statement is underpinned by many of the significant announcements Telstra has made over the past year, including reaching 75% of the population with 5G, answering all customer service calls in Australia, expanding regional mobile coverage, providing disaster relief packages and making significant progress on our renewable energy targets. This year also marks 20 years of our sponsorship of the NRL and 37 years supporting The Australian Ballet”
Australia Is Why – Telstra’s first brand-focused execution since 2016 – includes large format out-of-home executions and a 60-second TVC that bring to life the power of connection and Telstra’s broader impact on Australians’ lives. Additional 15-second spots highlight individual stories around Telstra’s work in sustainability, sponsorship, connectivity and community, with more real-life examples of Telstra’s influence created specifically for social. The campaign, which was captured in metro and regional locations, debuted on-air Sunday 11 July and features a diverse snapshot of Australia, including Telstra’s partners from the Australian Ballet, NRL, NRLW and AFL.
A virtual destination housing curated stories to back up the campaign’s tagline and show the breadth of what Telstra does in Australia has been created at telstra.com/is-why.
Says Scott Nowell, group chief creative officer and co-founder, The Monkeys: “We all have a ‘why’. It’s what gets us up in the morning and compels us to do the things we do, whether it’s for family, for change, for the future, or to right a wrong. Telstra’s ‘why’ is to create opportunities to support every Australian, because we recognise all of our individual ‘whys’ is what moves the country forward.”
Chief Marketing Officer: Jeremy Nicholas
Head of Brand: Julie Caulfield
Principal of Media, Sponsorship & Awards: Genelle Sharples
Senior Marketing Specialist: Maria Rizzo
Senior Marketing Specialist: Rebecca Borgo
Senior Marketing Specialist: Alita McMenamin
Senior Media Specialist: Robbie Aoukar
Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO & Co-Founder: Mark Green
Group Chief Creative Officer & Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Chief Strategy Officer: Fabio Buresti
Managing Director: Matt Michael
Executive Creative Director: Vince Lagana
Creative Directors: Dan Fryer, Stuart Alexander
Creative Team: Jake Rusznyak, Dennis Koutoulogenis, Ben Sampson
Head of Business Management: Belinda Drew
Senior Business Director: Amanda Porritt
Business Director: Jack Stone
Business Manager: Ciara Moloney, Samantha Packham
Head of Planning: Hugh Munro
Senior Planner: Charlotte Marshall
Head of Production: Penny Brown
Senior Producer: Simone O’Connor
Senior Producer: Claudia Brookes
Senior Finished Artist: Leah Horsley
Senior Designer: Mel Watson
Senior Designer: Megan Leckey
Production Company: Collider
Director: John Hillcoat
Executive Producer: Olivia Hantken
DoP: Ross Giardina
Casting: Stevie Ray @ McGregor Casting
Post House: The Editors
Editor: Bernard Garry
Online: Soren Dyne and Matt Edwards
Sound Post-Production: Song Zu
Sound Producer: Kat Aquilla
Sound Engineer: Simon Kane
Production Company: Red Door
Photographer: Paul Blackmore
Executive Producer: Natalie Loveridge
Retouching: Cream Electric Art
Social & Web: Telstra In-House Creative & Production
Campaign Strategist: Nick Chin
Creative Director: Nads Spencer
Lead Producer: Melanie Stefanou
Creative Producer: James Nyssen
Editorial: Campbell Simpson / Harry Tucker
Amazing execution. The flow of shots in the back end is just superb! Get what you pay for with Hillcoat I guess! Beautiful work.
…does this edit suck?
We’re for Stuff.
I saw the outdoor this morning and thought it was pretty effective
And we’re relevant! Please?
Best one ive seen yet
Simon Sinek and his TED talk, just not sure why they didn’t bother to go beyond the why.
Looks like they removed the iStock watermarks.
Hey, hey everyone! I’ve got it – our ‘Why’ is Why.
Great brand platform. Nice work.
Never looked so beaut.
The posters are so simple and great too.
Thought this was a TAL health insurance ad.
And don’t get me started on the end frame graphics.
TAustralia is why though…
😂 and true.
The billboards are amazing. I love the girl playing footy.
This is what happens when a client committee makes advertising… client loves it, consumers won’t even notice it.
Chip on shoulder
Paul Blackmore is the man
Credit where credit deserves, that feels great for the brand
Finally I can tell Simon Senik that I’ve found my why – its Telstra.
But seriously, I like this.
Don’t get it.
Another big brand does a wallpaper campaign featuring diversity.
What do you mean by that? It’s three girls playing footy.
I think this is the way they had to go to fend off Optus and Voda
Why make something so generic?
You’ve made my, er, week!
I like Can better than Why
Suddenly everything at Monkeys looks, sounds and feels Westpac.
I was just telling someone how everything Westpac does wants to be Monkeys work.
Does anyone know the name of the soundtrack in the ad?
Does anyone in this creative department spend any time with real Aussies? By ‘real’ I mean people who live more than 50km from a CBD? Because in all honesty, a noble attempt, great direction, lovely music… but anybody outside of Sydney or Melbourne has no reason to give a flying f*** about Telstra with this work. It’s laughable.
They have the best coverage across Aus and in Western Aus, its the only coverage available out of Perth
When will the average, generic wallpaper be done with. How many times have we seen this bloody ad before? I can’t even compliment the direction or the pretty pictures because this is basically a replication of every ad like it. Not hard to write, art direct, direct or shoot when your just colouring by numbers.
It might just work. Nicely done.
Why to Aussies use an over-priced telecom? Because unless they live in the city, the competitors just don’t have real coverage. That’s the only reason why. Otherwise there’s no doubt they’d swap.
Really… only interested the name of the soundtrack in the ad? Lol… tk you.
I can’t stand it.Westpac,commbank,NRMA.pPkease NO more.Lazy client pleasing generic manifestos.All look the same.All sound the same.Does anybody have an idea anymore?Does anybody sell anything any more.We are all fucked!!!!!!!!
You write like a bot, without spellcheck. Just chill. We’re all going to be ok. The craft is pretty good.
Love it! Nice work peeps.
You can’t argue with the logic even if the execution is a little samey. Nothing’s new these days.
@Zack.. Have you found out about the song?
Also looking for the source of the soundtrack music. Incredible string treatment and want to hear more of it.
@Michael. Still looking for it! Any clue?