The Monkeys Bring Magic To New Telstra Brand Campaign

The Monkeys Bring Magic To New Telstra Brand Campaign
SHARE
THIS



Telstra has lifted the lid on a fresh brand campaign that brings to life the magic that can be created on Telstra Networks. The fully integrated campaign was created by The Monkeys, and aims to paint Telstra as a ‘techco’ rather than a telco, allowing people to thrive in a connected world.

The work represents Telstra’s transformation into a service-led solutions provider using software, platforms and its networks to create innovation and relationships that extend beyond bundled products or phone plans and the domestic market.

The work aims to create a cohesive global brand across all customer segments, with the crux of the campaign celebrating the ‘magic’ of Telstra technology and what it makes possible.

The launch ad features a quote from renowned science fiction writer and futurist Arthur C. Clark: “Any sufficiently advanced technology is indistinguishable from magic”.

The film showcases how Telstra innovations enable people, businesses and communities to thrive, with Telstra products and services feature throughout the film and campaign.

Starring a voiceover by Australian Slam poetry champion Phil Wilcox and a soundtrack by local Australian act Flight Facilities, the campaign also features Sydney visual artist Jessica Bush, Melbourne Illustrator Elise Hurst and The Australian Ballet artistic director David McAllister.

An extensive social, digital, experiential, outdoor and print campaign is set to follow, spanning the entire Telstra portfolio from consumer, small business, enterprise and government, as well as media and entertainment. As part of the relaunch Interbrand have completed a refresh of the Telstra brand identity.

Telstra group executive of media and marketing and chief marketing officer Joe Pollard said “The Monkeys were an amazing agency to work with as were all our partners on this important brand evolution.

“Their understanding and passion for Telstra coupled with their hard work has co-created the result we and most importantly our customers see today.

“They have worked around the clock seamlessly with our team to bring to life what it means to thrive in a connected world.

“In short, our customers want us to build upon the strength of our network and empower them to turn their ambitions, aspirations and dreams into reality. They look to us as a company to be their technology partner and we take this seriously. This sentiment is behind the evolution of Telstra’s brand.

“Telstra is evolving from a telco to a techco – to be a world class technology company empowering people to connect. Our brand needs to reflect this and demonstrate there are better ways for everyone to thrive in this connected world.”

The Monkeys co-founder and chief creative officer Justin Drape added, “Telstra is one of Australia’s greatest companies and we are extremely proud to play a role in relaunching the Telstra brand in Australia and overseas.

“I think it’s brilliant that Telstra can bring together the best networks, software services and experiences to help Australians thrive, as individuals, as communities and as a nation.”

Credits:
Client: Telstra
Agency: The Monkeys
Production Company: Revolver
Director: Simon McQuoid
Post Production: Fin
Photography: Toby Burrows
Media: OMD
Design: Interbrand

Please login with linkedin to comment

Latest News

Feeding Video Success After Facebook’s Update
  • Opinion

Feeding Video Success After Facebook’s Update

In his latest post, Hamish Brown, sales manager at Brightcove ANZ, takes a look at Facebook’s new update and what it all means for brands, particularly those ones who use it for video… There’s been a lot of talk about what updates to Facebook’s news feed algorithm mean for brands generally, but not much about what […]

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, left), co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]