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.”
Agency: The Monkeys
Production Company: Revolver
Director: Simon McQuoid
Post Production: Fin
Photography: Toby Burrows