Telstra and +61 have teamed up with director Dan Tobin Smith and art director Rachel Thomas to bring Telstra’s Home Internet experience to life with a visually striking campaign.
+61, the bespoke partnership with independent creative studio Bear Meets Eagle On Fire, powered by the full integrated capability of TBWA and Telstra’s existing media agency OMD, uses a practical theatrical set and thousands of colourful dominoes, celebrating beautiful internet performance.
“This distinctive campaign is designed to capture the imaginations of Aussies and stand out in a market where everyone continues to focus on tired rational proof points,” Brent Smart, chief marketing officer of Telstra, said.
“With the help of a team of domino experts (yes, that’s a real job), we built a bespoke set with a series of elegant domino runs using more than 20 thousand real dominos. Beautiful.”
Micah Walker, chief creative officer of Bear Meets Eagle On Fire, added: “It’s a very simple idea where the elegance of the execution reinforces the message.”
+61 is a bespoke partnership that brings together the world-class thinking and creativity of independent creative studio Bear Meets Eagle On Fire, powered by the full integrated capability of TBWA and Telstra’s existing media agency OMD.
+61 will form a seamlessly integrated way of working on the Telstra business.
Telstra is now moving away from a traditional agency roster with specialist agencies that focus on brand, customer communications and retail scopes.
At the time of launch, Smart said: “This is not just another standalone one-client agency built to deliver efficiencies. We have big creative ambitions and this is about the best talent and thinking from three agencies at the top of their game, collaborating on our business as one team with one commercial arrangement.”
Credits
Agency: +61 with Bear Meets Eagle On Fire
Media: OMD Australia
Client: Telstra