URGENT UPDATE: Telstra has just rolled out a powerful sequel to its acclaimed ‘wherever we go’ campaign, coinciding with the kickoff of the footy season. This much-anticipated campaign, produced by Bear Meets Eagle On Fire (BMEOF) and +61, builds on the remarkable success of its predecessor, which generated a staggering 27 million views on TikTok.
The new campaign features a vibrant 90-second film that rekindles the original’s iconic whistling duet, starring ‘Mick’ and his partner. They are joined by a lively ensemble of characters, symbolizing partnership and shared experiences, aligning perfectly with Telstra’s commitment to connecting Australians.
Alita McMenamin, Head of Brand and Marketing Communications at Telstra, emphasized the campaign’s evolution, stating, “We were surprised to see more than 27 million views on TikTok, with people worldwide creating their own versions of the Telstra walk last time. This new iteration is inspired by the fact that it’s not just about the journey, it’s about those you share it with.”
The campaign launches today and will be supported by a series of 15-second spots featuring standalone duets. It is designed to capture attention during the high-traffic footy season, a major cultural event in Australia.
The creative vision behind the campaign is spearheaded by directors Smith & Foulkes from Riff Raff Films. Micah Walker, Chief Creative Officer at BMEOF, noted, “The amazing response we received last time gave us some playful ideas and cameos to add to this journey.”
On the out-of-home front, Telstra has employed the artistic talents of paper artist Jeff Nishinaka, whose unique walking leg installations will appear in various locations. The artworks, meticulously crafted from layered paper, are designed to be strikingly unique at each media site, captured by photographer Carl Kleiner.
The media strategy, orchestrated by OMD Australia, aims to leverage the footy season as a dynamic platform for audience engagement. Helen Guard, Managing Partner at OMD Australia, highlighted the importance of the campaign’s placement, stating, “We’ve crafted the media strategy to hero this beautiful creative in premium, high attention environments.”
As this campaign unfolds, Telstra seeks to foster deeper connections with its audience while celebrating the joy of shared experiences. The brand’s commitment to innovation and creativity positions it at the forefront of the telecommunications industry.
Stay tuned for updates as this exciting campaign makes waves across social media and beyond, reshaping how Australians engage with Telstra this footy season.
