First Telstra work from +61, From Space to Your Place, launches
Brent Smart: "I love how ambitious, yet simple this work is."
The first creative work from +61, the joint agency venture built for Telstra, has launched: 'From Space to Your Place'.
The creative partnership, initially announced in October last year, unites independent creative studio Bear Meets Eagle On Fire (BMEOF), helmed by founder and CCO Micah Walker, with the integrated capabilities of TBWA and Telstra’s existing media agency, TBWA's Omnicom stablemate, OMD.
The first work is for Telstra’s satellite home internet, with a significant focus on remote and regional areas that will benefit most from the connectivity solution. Its rollout will feature across OOH, radio, in-store, press, social digital and experiential activations.
According to +61 managing director Blake Crosbie, the model was ambitious from the start.
"So it’s great to have our first campaign in market with work that sets the bar for what this partnership can produce,” Crosbie said to Mediaweek.
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To bring 'From Space to Your Place' to life, +61 teamed up with Cream Studios, photographer Nadav Kander, and the renowned Australian prosthetic specialists at Odd Studio (known for their work on Prometheus, Alien: Covenant, and Thor: Love and Thunder), who crafted the surreal, uniquely local yet paradoxically otherworldly creatures that accent the campaign.
Reflecting on the first work, Telstra's chief marketing officer Brent Smart said +61 was but a brainchild just months ago.
“I love how ambitious, yet simple this work is. And of course it’s beautifully crafted, like everything Micah and his team does. We are just getting started,” said Smart.
While Walker added: “It’s a distinctive campaign that lets Australians in more rural areas know that now there’s something floating around in space, just for them.”
Earlier this year, Paul Bradbury, president and regional CEO of TBWA Australia and New Zealand, described +61 to Mediaweek as upholding the "built for creativity first" hallmark of TBWA's existing bespoke offerings: Media Arts Lab for Apple and Nissan United for Nissan.
