Following the launch of their new brand platform “It Feels Good to Belong”, Belong has launched a two-minute radio ad celebrating the joyful and unexpected wormholes the internet leads us down. You can listen to the ad here.
Created by Howatson+Company, Eardrum and musician Andy Hopkins, the spot takes the form of a modern love song to the internet, journeying from facts about octopus flatulence to apps that help you speak Spanish.
Belong head of brand, communications and culture, Kelly Schulz said the internet gets a bad rap sometimes, but it can be a wonderful joyful and exciting place. From streaming hours of random content to joining forums about things that taste like blue, it’s where everyone belongs, no matter what you’re into.
“As a telco that’s all about inclusivity and Belonging, we felt compelled to sing about it with some wonderful Australian musical talent,” said Schulz.
Howatson+Company creative duo Jared Wicker and Elaine Li said the internet has always been there for us all and this was our chance to work with Belong to return the favour for consumers with a light hearted modern love song.
The campaign will run on across the national Nova, KISS and Triple M networks in specially designed two-minute ad placements.
Belong is Australia’s first carbon neutral mobile and internet provider. In June 2021 the telco announced the appointment of Howatson+Company as its creative and media strategy agency of record. This latest work launches less than one month after the agency launched Belong’s new fully integrated brand platform, extending across brand communications, product, sim card packaging, website, UI/UX, staff collateral and more.
Head of Brand, Comms & Culture, Kelly Schulz Brand + Creative Lead, Leanne Boyd
Brand Specialist, Clare Taylor
Media strategy: Howatson+Company
Media trading and buying: OMD
Song written by: Andy Hopkins and Ralph van Dijk Produced and Arranged by: Andy Hopkins Directed by: Ralph van Dijk
Production Company: Eardrum
Production Company Producer: Lesley Chambers
The benefits and transformative powers of feeling have long been the subject of research reports and medical studies. The experience of travel is not only beneficial to our wellbeing, but even the act of travel planning makes us happier. These truths are at the heart of the new tourism campaign launched today by the NSW […]
Branding design agency Principals has appointed Rachel Terkelsen to head up creative for its Melbourne office. Terkelsen joins Principals after spending nine years at PUSH Collective. She has been with PUSH since its inception following lengthy stints at both FutureBrand and Interbrand as well as five years running her own practice, Terkelsen Design. An award-winning […]
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]