Telstra Unveils Sleek New Brand Platform with Bear Meets Eagle On Fire and +61

Telstra has embarked on an exciting new journey with its latest brand platform, “Wherever We Go,” showcased through an integrated campaign led by the creative agency Bear Meets Eagle On Fire +61. At the heart of this campaign is a whimsical animated film titled ‘Duet’, which features two characters exploring a magical world together, symbolizing partnership and collaboration.

Directed by the talented Oscar-nominated duo, Smith and Foulkes, ‘Duet’ is paired with a charming whistling rendition of the classic song ‘Islands in the Stream’. This ambitious campaign spans nearly 3,000 out-of-home advertising locations, including 40 special builds and beautifully painted wall murals. The campaign features intricate graphic illustrations by Ben Hassler, crafted painstakingly in layers of paper with the help of artist Kyle Bean and photographer Carl Kleiner.

Brent Smart, Telstra’s Chief Marketing Officer, emphasizes that this campaign marks a significant shift from the brand’s previous corporate image to a more contemporary and imaginative approach. He states, “If you want to change how people feel about your brand, you have to change how the brand feels. This work captures the spirit of optimism and partnership that we want Telstra to embody. We want to show that even the largest brands can be creative and inspiring.”

The campaign will debut during the AFL and NRL Grand Finals, and will further expand through various media channels, including broadcast, digital, and social platforms.

Micah Walker, the founder and Chief Creative Officer of Bear Meets Eagle On Fire, expresses pride in the team’s efforts, saying, “It’s not often that we get to create work this considered and crafted, especially at such a large scale.”

Blake Crosbie, Managing Director of +61, highlights the journey with Telstra, noting that the campaign is the beginning of redefining the relationship between the brand and its customers, placing partnership at the forefront of the Telstra identity.

Helen Guard, Managing Director of Media, adds, “We’ve really pushed the boundaries to bring this campaign to life, creating a world of wonder that spans from the screens to the streets, positioning Telstra in high-visibility, premium environments.”

With this innovative campaign, Telstra is set to engage customers in a fresh and imaginative way, reflecting a vibrant new chapter for the brand.

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
Senior Brand Manager: Jon Hollett
Brand Manager: Dene Mackenzie
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Robert Aoukar

FILM

Production Company: Riff Raff
Directors: Smith & Foulkes
EP/Producer: Tracey Cooper
PM: Theo Cassels
Character Designer: Chris Martin
Storyboards: Adam Beer

Post Production: Black Kite
Exec. Producer: Julie Evans
Senior Producer: Polly Durrance
Producer: Olivia Donovan
Colourist: George Kyriacou
2D Lead: Guillaume Weiss
Flame: James Belch
Nuke: Itay Greenberg, Matt Hutchins & Sarah Breakwell
Concept / DMP: Jimmy Kiddell
Concept / DMP: Carlos Nieto
Lead Animator: Conor Ryan
Lead Animator: James Brown
Animator: Loay Shaban
CG Rigger: Martin Villert & Chris Gill
CG Lead: Oleg Troy
CG: Daniel Moore, Kornel Makarowicz, Andrew Bartholomew, James Hansell, Jim Cullen, Aurelien Lemonnier, David Loh, Luis Yrisarry Labadía, Mark Ardisson, Sophie Langton, Alfie Gunter, Ethan Francis, Gabriela Di Vincenzo & Joel Paulin

Additional Post Production: ALT VFX

Music Production: Manderley Music
Music Arranger: Ben Cocks
Music Producer: Sean Craigie-Atherton
Main Whistler: Andy McKeane
Harmony Whistler: Vanessa Forero
Additional Whistling: Ben Cocks

Sound House: Rumble Studios
Lead Sound Designer: Tone Aston
Sound Designers: Daniel William & Renee Park
Sound EP: Michael Gie

Music Supervision: Trailer Media
Music Supervisor: Anton Trailer

OOH

Photography: Studio Kleiner
Photographer Assistant: Robin Berglund
Production: MINK MGMT.

Illustrator: Ben Hasler
Paper Artist: Kyle Bean
Paper Assistant: Andrea Portoles
Agent: Atrbute

Post Production: Stilletto
Retouching: Cream Studio