Telstra has brought back the extremely talked about Telstra walk in an extension of the ‘wherever we go’ brand campaign.
Directed by Smith & Foulkes from Riff Raff Films, the campaign sees the return of ‘Mick’ and his partner continuing their whistling duet, but this time inspiring a wide collection of fun characters to join in.
The core idea of the ‘duet’ is a metaphor for the partnership and possibility that sits at the heart of Telstra’s promise to all Australians.
Launching as a 90 second film to coincide with the start of the footy season, the campaign is also supported by a series of 15 second spots featuring standalone duets.
In out-of-home, an array of walking legs have been brought to life by hand—with intricate layers of folded and crafted paper created by artist Jeff Nishinaka. Shot by Carl Kleiner, the range of artworks is unique to each media site.
To unveil the new spot, Telstra invited content creator—and Mick’s biggest hater—hecticfred, to his own private screening at North Sydney Oval. As you could imagine, hecticfred was less than impressed that Telstra has brought back the “Telstrut”. And to top it off his raged peaked when his NRL team’s mascot—Brutus the Bulldog—joins in on the march.
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“We were surprised to see more than 27 million views on TikTok, with people across the world creating their own versions of the Telstra walk, last time. This new iteration of the campaign is inspired by the fact it’s not just about the journey, it’s about those you share it with. It’s been a joy to work on. The team has put so much care and craft into the campaign execution,” said Alita McMenamin, Telstra head of brand and marketing communications.
“It was always a part of our plan to revisit this idea when the time was right. The amazing response we received last time gave us some playful ideas and cameos to add to this journey. Massive thanks to everyone who’s been working so hard to make this epic part deux such a fun one,” added Micah Walker, chief creative officer, BMEOF.
“There’s no bigger cultural moment than the start of the footy season, and we’re proud to launch this sequel on such an iconic sporting platform. We’ve crafted the media strategy to hero this beautiful creative in premium, high attention environments, creating multiple opportunities for audiences to discover something new with every viewing and truly immerse themselves in the experience,” concluded Helen Guard, managing partner, OMD Australia.
Credits:
Creative Agency: Bear Meets Eagle On Fire
Partner Agency: +61
Media Agency: OMD Australia
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Marketing Communications: Alita McMenamin
Brand & Sponsorship Lead: Nicola Reeves
Marketing Specialist: Annabel Hudson
Head of Media & Marketing Operations: Paula Marreiros
Senior Media Specialist: Ally Chin
FILM
Production Company: Riff Raff
Directors: Smith & Foulkes
Executive Producer: Tracey Cooper
Production Assistant: Maddy Smith
Designer: Chris Martin
Post Production VFX: Black Kite Studios
VFX Supervisor: George Brunt
VFX Supervisor: Dan Moore
3D Animation Supervisor: Jorge Meurer
3D Lead: Oleg Troy
Concept Artist: Carlos Nieto
Colourist: George K
Executive Producer: Julie Evans
Senior Producer: Phil Whalley
Production Coordinator: Kit Hartley
Music Supervision: Trailer Media
Music Supervisor: Anton Trailer
Music Production Company: Manderley Music
Music Arranger: Ben Cocks
Music Producer: Sean Craigie-Atherton
Sound House: Rumble Studios
Lead Sound Designer: Tone Aston
Sound Designer: Daniel William
Executive Producer: Michael Gie
OOH
Paper artist: Jeff Nishinaka
Photographer: Carl Kleiner
Retouching: Stiletto Studi
