Telstra has put a playful spin on our increasingly online lives with its new campaign ‘happy internetting’, to celebrate the strange, silly and very familiar ways its users use the internet.
Created by Bear Meets Eagle On Fire in collaboration with illustrator Dave Arcade and VFX/ Animation studio Mathematic, the campaign launched with ten 15” films, each playfully highlighting a different type of everyday internet user.
From “button mashers” who go all-in on gaming, to endlessly scrolling “meme fiends,” and “rabbit holers” who deep-dive down internet spirals.
With a notably new distinct visual style highlighting amusing internet insights and behaviours, this spot marks the first major brand campaign from the telco since the departure of chief marketer, Brent Smart. Smart was suceeded by Jana Kotatko.
Smart was one of the longest standing CMO’s to appear on B&T’s CMO Power List, first appearing in it’s inaugural issue when he led marketing for IAG.
“In a category focused on speed and data we chose to focus on something completely different. People aren’t excited about download speeds, they are excited about what they can do online. Happy Internetting shifts the spotlight from technology to the people, celebrating their passions, quirky interests and the communities that make the internet such a fun and important part of daily life,” said Telstra head of brand and marketing communications Alice McMenamin.
“Everyone has their own internetting interests and quirks that make service and performance matter to them. We just wanted to highlight those in a way that felt celebratory, and then offer them deals and upgrades that feel more tailored to those interests,” said Bear Meets Eagle On Fire chief creative officer Micah Walker.
To support the launch, Telstra has offered free fibre upgrades, providing the speed and reliability for the wide range of ‘internetters’. Further acts of support and partnership beyond fibre upgrades to support the ‘happy internetting’ program will continue to roll out over the next six months.
The campaign will roll out across OOH, social media, and retail spaces.
Campaign Credits
Creative Agency: Bear Meets Eagle On Fire
Partner Agency: +61
Client: Telstra
Chief Marketing Officer: Brent Smart & Jana Kotatko
Head of Brand and Marketing Communications: Alita McMenamin
Head of Strategy & Creative Excellence: Nicky Bryson
Head of Consumer Marketing: Stephanie Fredericks
Campaign Lead: Kelly Georgiou
Head of Media & Marketing Operations: Paula Marreiros
Media specialist: Tayla Hope
Illustrator: Dave Arcade
Creative Representation: Closer & Closer
Creative Producer: Kelly Barbero
Senior Project Manager: Camille Valbusa
Production Support: Theresa Zicolello
VFX /Animation Studio: Mathematic
Animation Director: Mathieu Betard
Executive Producer & Partner: Rebecca Rice
Snr Post Producer: Gouna Logan
Comp Supervisors: Daniel Rodrigues & Astrid Tessier
Animation Supervisors: Mathieu Betard & Leyla Kaddoura
Production Coordinators: Chiara La Selva & Robin Segura
Additional Animation: Josh Trotter
Sound House: Rumble Studios
Sound Designers: Tone Aston & Daniel William
Composer: Jeremy Richmond
Executive Producer: Michael Gie
