Boost Mobile has launched its ‘Works its arse off’ brand platform via WiredCo. to celebrate 25 years in the local telco market.
The campaign uses humour to highlight how hard Boost works for its customers, claiming the network works “harder than a bin chicken on a Friday night.”
‘Works its arse off’ is being rolled out across OOH, sponsorship, BVOD and film.
Boost Mobile head of marketing Fiona Ruxton said the network needed to find the most creative and salient way of telling its story to more Australians.
“Aussies know what hard work looks like. They’re working their arse off every day and so are we,” she said.
“Boost Mobile works hard for our customers, bringing epic value and full coverage on the Telstra Prepaid Mobile network.”
Boost appointed WiredCo. as its brandformance agency in November 2024, handing it paid media, strategy and creative duties to support the brand’s growth ambitions.
The agency said the idea came from the basic truth that Australians are hustling harder than at any other time in recent history.
WiredCo. creative director Joe Stuart said the ‘Works Its Arse Off’ platform is a statement of intent for the brand.
“The films, produced by Rabbit and directed by Aimée-Lee Xu Hsien, take the lead in showing uniquely hard-working and culturally recognisable Australian situations or things as a comparative to how Boost works even harder for you,” he said.
“When you think about what a mobile network provider like Boost does every day, it connects billions of data points, millions of calls, thousands of messages, and it ensures we get all our videos streamed and cat memes shared. In an abstract and invisible way, it works bloody hard.
“Then we thought about all the unsung uniquely Australia things that work bloody hard. We built a list of over two hundred. But we worked together with Boost to whittle it down to the really unexpected, iconic and funny things.”
Credits:
Boost Mobile
Bobby Geldens – CEO
Fiona Ruxton – Head of Marketing
John-Scott McClure – Creative Director Brand and Concept Artist
Kate Hoeffler – Digital Marketing Manager
Maria Vidal – Creative Director Retail and Production
Kristen Maksimov – Marketing Executive
Tommy Gill – Commercial and Strategy Principle
WiredCo
David Kennedy-Cosgrove – Partner and Managing Director
Angela Hampton – Founder and CEO
Samantha Nunura – Group Business Director
Joe Stuart – Creative Director
Liv D’albertanson – Account Manager
Leah Austin – Account Director
Sophie Millican – Creative
Maria Pelosi – Designer
Alex Frankis – Head of Media and Strategy
Gidon Jacobs – Paid Media Lead
Kelsey Hensby – Paid Social Lead
Kim Strahija – Paid Media Specialist
Adil Fazal – Paid Social Executive
Micheal Dawson – Senior Creative
Carolyn Starkey – Senior Producer
Tim Casey and Shetouch – Retouching and Finished Art
Rabbit
Aimée-Lee Xu Hsien – Director
Katrina Maw – General Manager and Executive Producer
Lucas Jenner – Partner and Executive Producer
The Editors
Grace O’Connell – Editor
Stu Cadzow – Colourgade and VFX
Pancho
Karlene Van Opdorp – AI Senior Producer
Patrick Salter – AI Managing Director
Rumble
Daniel William – Sound Engine
Irene Kakopieros – Producer