Telstra has unveiled a new chapter in its “wherever we go” campaign, expanding on the original concept with a more extensive sequel. The campaign, created in collaboration with Bear Meets Eagle On Fire (BMEOF) and +61, officially launched in conjunction with the start of the Australian football season. This sequel aims to build upon the success of the initial campaign, which notably sparked the viral “Telstrut” trend, amassing over 27 million views on TikTok.
Returning to the Core Theme
The revamped campaign reintroduces the beloved whistling duet featuring characters Mick and his partner, with additional characters joining in throughout the advertisements. Telstra emphasizes that this duet symbolizes partnership and the potential of shared experiences, reinforcing the brand’s commitment to connecting Australians. Alita McMenamin, Head of Brand and Marketing Communications at Telstra, noted the positive reception of the first campaign, stating, “This new iteration is inspired by the fact that it’s not just about the journey, it’s about those you share it with.”
Creative Execution and Media Strategy
The campaign kicks off with a 90-second film, complemented by a series of 15-second spots highlighting standalone duets. Directed by Smith & Foulkes from Riff Raff Films, the sequel aims to retain the playful spirit of the original while introducing new elements. Micah Walker, Chief Creative Officer at BMEOF, remarked, “The amazing response we received last time gave us some playful ideas and cameos to add to this journey.”
On the artistic front, Telstra has collaborated with paper artist Jeff Nishinaka to create distinctive walking legs for out-of-home advertising. These unique pieces, crafted from layered and folded paper, showcase Telstra’s commitment to creativity and craftsmanship, with each artwork tailored to specific media locations. The photography for these creations was done by Carl Kleiner.
The media strategy for this campaign is led by OMD Australia, with Managing Partner Helen Guard emphasizing the significance of the football season as a cultural backdrop. “We’ve crafted the media strategy to hero this beautiful creative in premium, high attention environments,” Guard said, highlighting the importance of repeat viewing in enhancing audience engagement.
Through this revitalized campaign, Telstra seeks to deepen connections with its audience, celebrating not only the individual journeys of its customers but also the shared moments that bring people together.
