UPDATE: Telstra has officially launched its highly anticipated ‘wherever we go’ campaign, just in time for the start of the football season. This sequel, developed by Bear Meets Eagle On Fire (BMEOF) and +61, is set to grab attention with its new creative approach and aims to build on the success of the original campaign.
The campaign features a 90-second film that revisits the popular whistling duet from the first installment, with the beloved characters ‘Mick’ and his partner. As they continue their journey, new characters join in, expanding the narrative and emphasizing themes of partnership and community. Telstra’s marketing team has noted that the original campaign generated an astounding 27 million views on TikTok, sparking a global trend known as the ‘Telstrut’.
Alita McMenamin, Telstra’s Head of Brand and Marketing Communications, expressed excitement about the new campaign, stating, “We were surprised to see such a massive response last time. This new iteration is inspired by the shared experiences of our customers.” The campaign aims to resonate deeply with Australians, reinforcing Telstra’s commitment to connection and community.
Launched alongside the football season, the campaign will roll out a series of 15-second ads featuring standalone duets, designed to capture the vibrant spirit of the season. The film and additional materials were directed by Smith & Foulkes from Riff Raff Films, who are known for their creative prowess. Micah Walker, Chief Creative Officer at BMEOF, noted that revisiting the concept was always part of the plan, driven by the overwhelming success of the original.
In terms of visual creativity, the campaign stands out with its unique out-of-home (OOH) advertising strategy. Telstra collaborated with paper artist Jeff Nishinaka, whose intricate designs have taken traditional advertising to a new level. These stunning pieces, crafted by hand, were photographed by Carl Kleiner, making each media site execution truly one-of-a-kind.
Helen Guard, Managing Partner at OMD Australia, emphasized the strategic timing of the launch, stating, “The footy season provides a major cultural platform for the sequel. We’ve crafted the media strategy to shine a light on this beautiful creative in premium environments, ensuring high engagement and repeat viewing.”
As the campaign gains traction, audiences can expect to see a blend of creativity and emotional engagement that reflects Telstra’s commitment to its customers. With the footy season underway, this campaign could redefine how brands connect with audiences, making it a must-watch for both fans and marketing enthusiasts.
As the excitement builds, keep an eye out for further developments in the campaign’s reach and impact, which promises to resonate across social media platforms and beyond.
