Telstra is launching its latest brand platform, “Wherever We Go,” with an integrated campaign led by the creative agency Bear Meets Eagle on Fire +61. At the heart of the campaign is a whimsical animated film, ‘Duet’, which portrays the theme of partnership through two characters journeying in perfect harmony. The animation was crafted by the Oscar-nominated duo Smith and Foulkes and is set to the iconic tune of ‘Islands in the Stream’.
Beyond the film, the campaign spans a vast range of out-of-home media, featuring nearly 3,000 sites, including 40 special builds and hand-painted murals. These artworks, created by artist Kyle Bean and photographer Carl Kleiner, were based on intricate graphic illustrations by Ben Hassler. The detailed execution reflects a bold, creative new chapter for Telstra, moving away from its previous corporate image.
Telstra’s Chief Marketing Officer, Brent Smart, explains the strategic shift:
“If you want to change how people feel about your brand, you have to change how the brand feels. This campaign captures the spirit of optimism and the promise of partnership that we want Telstra to embody. We want to show that even the biggest brands can be imaginative.”
The campaign will debut during the AFL and NRL Grand Finals, followed by a wide-reaching media push across broadcast, digital, and social platforms.
Micah Walker, Founder and Chief Creative Officer at Bear Meets Eagle on Fire, expressed pride in the work:
“It’s rare to create such thoughtful and crafted work at this scale. I’m proud of everyone who poured their heart into this campaign.”
Blake Crosbie, Managing Director of +61, added:
“This campaign marks the beginning of redefining Telstra’s relationship with its customers, placing partnership at the core of the brand.”
Helen Guard, MD of Media, emphasized the innovation behind the campaign’s media strategy:
“We’ve pushed the boundaries in media to create a world of epic wonder, showcasing Telstra in premium environments that capture high attention.”
For more information on the “Wherever We Go” campaign, visit Telstra’s official channels.
