Nbn, the company building Australia’s (national) broadband network, is inspiring Australians to look to the future in the newest campaign from BWM Dentsu.
The campaign launched on 27 April 2015 and is set to roll out in select regional markets across the country.
The campaign seeks to promote greater understanding of the benefits the nbnTM network can bring. It is built around one of the key ways individuals, families and the nation can benefit from fast broadband – education.
It follows the work by nbn and BWM Dentsu to reposition the nbnTM brand architecture and visual identity. The new brand is centred around Australians’ optimistic outlook. This is designed to inspire people to imagine how better broadband could improve their lives. It also aims to increase the propensity of families and businesses to connect to the network when it becomes available in their town or suburb.
Rob Belgiovane, BWM Denstu’s group chief creative officer, said: “We started by looking internally at nbn to develop the brand direction. From there, the visual identity and campaign were developed so the direction was clear from the beginning. We are excited to show Australians the new identity over the coming weeks.”
nbn chief customer officer, John Simon, said: “We’ve worked collaboratively with BWM Dentsu to develop the new brand identity and campaign. It’s vital that people are aware of the benefits of the nbnTM network as it rolls out across the country and more homes are able to connect. Our goal is to make fast broadband available to every Australian community by 2020. This work will play an important role in helping us close the digital divide and enable greater participation in the digital economy.”
The campaign consists of TV, cinema, radio, digital, press, OOH and social.
Creative Agency: BWM Dentsu
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Copywriter: Asheen Naidu and Kevin Macnamara
Art Director: Cameron Hearne
Snr TV Producer: Wendy Gillies
National Planning Director: Megan Hales
Planning Director: Moensie Rossier
Board Account Director: Richard O’Rourke
Senior Account Director: Kirsty Willoughby
Production Company: Brilliant Films
Director: Henry Mason
Executive Producer: Stephanie Ceccaldi
DOP: Hugh Miller
Post Production: Frame set & Match.
Creative Director: Andreas Wanda
Compositor: Stuart Cadzow
Producer: Tina Braham
Music composition: Adam Moses
Audio Engineer: Nat Joyce
Producers: Mark Beckhaus and Karla Henwood
Media planning and buying: UM Australia