Telstra goes ‘fable-like’ in small business campaign
Telstra has extended its ‘Wherever We Go’ brand platform to Telstra Small Business, launching a new campaign repositioning the offering as a first choice, via +61.
The hero film, set in a “fable-like world”, follows the business journey of a shoemaker and his travelling store, featuring eccentric customers who look forward to him rolling into town. It ends with Telstra’s slogan, reminding Aussie businesses that it is there ‘Wherever We Go’.
The spot was developed by the telco’s bespoke agency, +61 — made up of Bear Meets Eagle on Fire, TBWA, and OMD Australia — and directed by Revolver’s Steve Rogers.
Blake Crosbie, managing director of +61, and Micah Walker, founder and CCO of Bear Meets Eagle on Fire, told Mumbrella that business owners are “inherently imaginative people”.
Yet, they think communication in the small business category has become “so rationalised” that it all “just blends together”.
“Like every business is purely made up of a series of transactional decisions,” they told Mumbrella.
“We believe every business is a journey and what small business owners are really looking for is partnership so that they can go further than they could’ve before.”
The brand platform first launched in 2024, as a “more contemporary and imaginative chapter” for the telco, according to CMO Brent Smart. At the time, he said it marked “a conscious move away from the previously more corporate image for the brand”.
Telstra first extended the platform through its 2024 Christmas campaign, and is now widening its audience, attempting to connect with Australian small businesses.
The campaign is supported by colourful wall murals and special OOH builds, created by illustrator Ben Hasler and paper artist Kyle Bean.
More direct aspects of Telstra Small Business — including Business Internet and access to the Telstra Business Technology Centres — are also featured in the campaign across social and digital channels, as well as point of sale.
“At Telstra, our ambition is to partner with all Australian businesses to provide safe and reliable connectivity solutions that meet their needs,” Amanda Hutton, group executive of Telstra Business, said in the release.
“We know how critical this is for any business and the message we want to share with this campaign is that we promise to support you, wherever your business may go.”
Credits:
Creative Agency: Bear Meets Eagle On Fire with +61
Media Agency: OMD Australia
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Sponsorship: Alita Mcmenamin
Head of Creative Excellence: Anna Jackson
Head of Business Marketing: Kirt Daunt
Senior Business Marketing Lead – Business: Robyn Magill
Senior Marketing Specialist: Sanja Coundrelis
Senior Marketing Specialist: Janelle Lee-Jones
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Lucy Surace
Production Company: Revolver
Director: Steve Rogers
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Producer: Caroline Kruck
Director of Photography: Nicolas Karakatsanis
Production Designer: Alex Holmes
Costume Designer: Eliza Godwin
Casting: Mullinars Casting
Editorial: The Editors
Editor: Jack Hutchings
Post Production: Blockhead VFX
Sound House: Rumble Studios
Sound Designer: Tone Aston
Sound EP: Michael Gie
Music Production Company: Manderley Music
Music Producer: Sean Craigie-Atherton
Composer: David Etherington
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