Telstra Magic of Technology
Telstra has unveiled a new brand campaign that brings to life the magic that can be created on Telstra Networks. The Telstra Magic of Technology campaign highlights how Telstra enables people to thrive in a connected world and aims to position Telstra from a telco to a techco. The launch ad begins with a quote from science fiction writer and futurist Arthur C. Clark: “Any sufficiently advanced technology is indistinguishable from magic”. The film then showcases how Telstra innovations enable people, businesses and communities to thrive. The Telstra Magic of Technology commercial features a voiceover by Australian Slam poetry champion Phil Wilcox and a soundtrack by local Australian act Flight Facilities. The campaign also features Sydney visual artist Jessica Bush, Melbourne Illustrator Elise Hurst and The Australian Ballet artistic director David McAllister. The campaign, with its tagline “Thrive on”, is online at telstra.com.au/thriveon.
The Telstra Magic of Technology campaign rrepresents Telstra’s transformation into a service-led solutions provider using software, platforms and its best in class Networks to create innovation and relationships that extend beyondbundled products or phone plans and the domestic market. The work aims to create a cohesive global brand across all customer segments. The idea celebrates the magic of Telstra technology and what it makes possible. It shows people what’s possible in the future and how Telstra can improve today. An extensive social, digital, experiential, outdoor and print campaign follows spanning the entire Telstra portfolio from consumer, small business, enterprise and government, as well as media and entertainment. As part of the relaunch Interbrand have completed a refresh of the Telstra brand identity.
Telstra Magic of Technology Credits
The Telstra Magic of Technology campaign was developed at The Monkeys by chief creative officer Justin Drape, executive creative director Scott Nowell, CEO Mark Green, executive planning director Fabio Burets, managing director Matt Michael, senior copywriter Dennis Koutoulegenis, senior art director Jake Rusznyak, copywriter Archana Murugaser, art director Chloe Banicevic, group content director Kat Kelly, content director Kate Oliver, head of production Thea Carone, senior broadcast producer Jade Rodriguez, and senior planner Chrissy Blackburn, working with Telstra chief marketing officer Joe Pollard, executive director of retail marketing Jeremy Nicholas, GES marketing director Andy McFarlane, brand marketing general manager Ben Cutler, media and digital general manager Harry Lowes, and senior brand manager Maria Rizzo.
Filming was shot by director Simon McQuoid via Revolver with executive producers Michael Ritchie and Pip Smart, producer Ian Iveson and Caroline Barry. Photography was by Toby Burrows. Design work was done at Interbrand.
Post production was done at Fin Design.
Media was handled at OMD by business director Chris Whitnall.