Telstra gets happily internetting with Bear Meets Eagle On Fire

Telstra has launched its new Happy Internetting campaign, shifting the focus from speed and data to how Australians use their home internet.

Created by Bear Meets Eagle On Fire with +61, the campaign celebrates online habits ranging from gaming and meme scrolling to late-night internet deep dives. It also promotes Telstra’s free fibre upgrades, designed to deliver greater speed and reliability for home users.

Ten films spotlight online habits

The campaign launches with ten 15-second films, each centred on a different type of internet user.

They include the “button mashers” who throw themselves into gaming, endlessly scrolling “meme fiends” and “rabbit holers” who disappear into online spirals.

Bear Meets Eagle On Fire collaborated with illustrator Dave Arcade and VFX and animation studio Mathematic to create the campaign’s visual identity.

The work will run across out-of-home, social media and Telstra retail locations.

Moving beyond speeds and data

Telstra head of brand and marketing communications Alita McMenamin said the campaign was designed to move the conversation away from technical product claims.

“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.”

Bear Meets Eagle On Fire chief creative officer Micah Walker said the creative platform reflected the different reasons reliable internet mattered to Australians.

“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.”

Telstra said it would introduce further initiatives supporting the Happy Internetting program over the next six months.