Telstra has brought back its ‘wherever we go’ brand platform with a larger sequel campaign from Bear Meets Eagle On Fire (BMEOF) and +61, timed to launch with the start of the footy season.
The work follows the cultural spillover of the original campaign, including the Telstra walk trend, often dubbed the ‘Telstrut’, which the company says generated more than 27 million views on TikTok.
What is the new Telstra ‘wherever we go’ campaign?
The campaign returns to the whistling duet at the centre of the first iteration, with ‘Mick’ and his partner continuing the motif as more characters join in across the film and supporting spots.
Telstra said the “duet” is designed as a metaphor for partnership and possibility, linking back to the brand’s promise to Australians.
When and where is it launching?
The campaign launches with a 90-second film to coincide with the start of the footy season, supported by a series of 15-second spots featuring standalone duets.
Alita McMenamin, Head of Brand and Marketing Communications at Telstra, said the new execution was shaped by the response to the first campaign. “We were surprised to see more than 27 million views on TikTok, with people across the world creating their own versions of the Telstra walk, last time,” she said.
“This new iteration of the campaign is inspired by the fact that it’s not just about the journey, it’s about those you share it with,” McMenamin added.
Creative and production details
The film was directed by Smith & Foulkes from Riff Raff Films. Micah Walker, Chief Creative Officer at BMEOF, said revisiting the idea was always part of the plan.
“The amazing response we received last time gave us some playful ideas and cameos to add to this journey,” Walker said.
On the out-of-home side, Telstra has leaned into craft. The campaign features walking legs created by paper artist Jeff Nishinaka, with the artworks shot by photographer Carl Kleiner. Telstra said the pieces were built by hand using layered, folded paper, with executions designed to be unique to each media site.
OOH ads for the new Telstra campaign
Media strategy
The media agency is OMD Australia. Helen Guard, Managing Partner at OMD Australia, said the footy season provided a major cultural platform for the sequel.
“We’ve crafted the media strategy to hero this beautiful creative in premium, high attention environments,” Guard said, pointing to repeat viewing as part of the experience.
Credits
Creative Agency: Bear Meets Eagle On Fire
Partner Agency: +61
Media Agency: OMD Australia
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Marketing Communications: Alita McMenamin
Brand & Sponsorship Lead: Nicola Reeves
Marketing Specialist: Annabel Hudson
Head of Media & Marketing Operations: Paula Marreiros
Senior Media Specialist: Ally Chin
FILM
Production Company: Riff Raff
Directors: Smith & Foulkes
Executive Producer: Tracey Cooper
Production Assistant: Maddy Smith
Designer: Chris Martin
Post Production VFX: Black Kite Studios
VFX Supervisor: George Brunt
VFX Supervisor: Dan Moore
3D Animation Supervisor: Jorge Meurer
3D Lead: Oleg Troy
Concept Artist: Carlos Nieto
Colourist: George K
Executive Producer: Julie Evans
Senior Producer: Phil Whalley
Production Coordinator: Kit Hartley
Music Supervision: Trailer Media
Music Supervisor: Anton Trailer
Music Production Company: Manderley Music
Music Arranger: Ben Cocks
Music Producer: Sean Craigie-Atherton
Sound House: Rumble Studios
Lead Sound Designer: Tone Aston
Sound Designer: Daniel William
Executive Producer: Michael Gie
OOH
Paper artist: Jeff Nishinaka
Photographer: Carl Kleiner
Retouching: Stiletto Studio