Telstra has officially taken the wrappers off its new brand platform, ‘Wherever we go’, marking a shift from its previously more corporate image. The campaign includes a whimsical animated film titled ‘Duet’, created by Oscar-nominated animation duo, Smith and Foulkes.

The film is set to a whistling composition of the iconic ‘Islands in the Stream’ and in the words of Telstra CMO, Brent Smart, offers up a bit of optimism “we could all use right now”. It features two characters who journey together through what’s positioned as a world operating in perfect harmony, a metaphor for partnership.

The out-of-home campaign will span close to 3000 sites, featuring graphic illustrations by Ben Hassler, recreated in layers of paper by artist Kyle Bean and photographer Carl Kleiner. The campaign is set to launch during the AFL and NRL Grand Finals, before extending into media buys across broadcast, digital, and social platforms.

“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 promise of partnership that we want the Telstra brand to be all about. We want to show that the biggest brands can also be the most imaginative,” Smart said.

The campaign was crafted by creative agency Bear Meets Eagle On Fire and Telstra’s +61 agency ecosystem including media agency OMD.

Micah Walker, Founder and Chief Creative Officer of Bear Meets Eagle On Fire, expressed pride in the team’s effort, stating, “It’s not that often you get to make work this considered and crafted, and to do it at this scale, is just really rare.”

Blake Crosbie, Managing Director of +61, noted the campaign is the beginning of redefining Telstra’s relationship with its customers, putting partnership at the centre of the Telstra brand.

Helen Guard, MD of Media, emphasised the innovative approach to the campaign, saying, “We’ve really pushed the boundaries within the media to bring this campaign to life. It’s about creating a world of epic wonder, from the screens to the streets, and places Telstra in high reaching, high attention, premium environments.”

The ‘Wherever we go’ campaign is part of Telstra’s effort to redefine their relationship with their customers, putting partnership at the centre of the brand.