Telstra unveiled a distinctive series of 26 stop‑motion films under the banner “Better on a Better Mobile Network,” designed to highlight the breadth and reliability of its mobile coverage across Australia.
Produced through a collaboration between its bespoke agency collective +61—which integrates the creative energies of Bear Meets Eagle On Fire, TBWA, and media agency OMD—and Revolver, the campaign brought to life an array of charming characters: from father-and-son krill and teenage goth cockatoos to blokey wattle flowers and Tasmanian devils. Each 15‑second vignette spotlights a specific locale, reinforcing the central premise that life is simply better when backed by Telstra’s network.
Directed by Jeff Low with Tobias Fouracre—renowned for his work on Isle of Dogs and Fantastic Mr Fox—at the animation helm, the campaign paired meticulous craftsmanship with distinctly Australian humor. The result is a collection of brief, delightful interludes that offer moments of surprise, personality, and regional resonance, without resorting to traditional boasts about speed or coverage.
As Telstra CMO Brent Smart expressed, the aim was to embody humility and humor: “not boasting about how big the network is, but saying exactly that with humility and humour”. Emerging during the June–August 2024 period—timed to ride the wave of the Olympics—these ads were clearly crafted for modern broadcast consumption, excelling in BVOD and connected TV frameworks where rapid succession of varied creatives amplifies engagement.
By weaving together storytelling, national identity, and playful animation, Telstra repositioned its core value—network reliability—as an enjoyable experience. It emphasized that with thoughtful brand-building, even service-focused campaigns can resonate deeply and create memorable connections with audiences.
In this way, “Better on a Better Mobile Network” transcended the conventional telco playbook. It traded rational assurances for regional storytelling, transforming technical coverage into cultural charm. The campaign showcased how authenticity, creativity, and craft can combine to rebuild a brand’s reputation—making coverage not just a feature, but a feeling worth sharing.
AWARDS
Cannes Lions 2025
CREDITS
Client: Telstra. Chief Marketing Officer: Brent Smart. Head of Brand: Alita McMenamin. Head of Creative Excellence: Anna Jackson. Senior Brand Manager: Vanessa Burr. Senior Media Specialist: Robert Aoukar. Creative Agencies: Bear Meets Eagle On Fire; +61. Media Agency: OMD Australia. Film Production Company: Revolver. Director: Jeff Low. Animation Director: Tobias Fouracre. Managing Director & Co‑owner (Revolver): Michael Ritchie. Executive Producer/Partner (Revolver): Pip Smart. Producers: Caroline Kruck; Kwok Yau. Director of Photography: Jan Pawel Trzaska. Production Designer: Oliver Hogan. Casting Director: Natalie Jane Harvey (Citizen Jane Casting). Service Company: WJ Team. Post‑Production (Australia): The Editors. Grade: Trish Cahill. Make‑of‑Film Editor: Grace O’Connell. Executive Producer (Post-AU): Nicoletta Rousianos. Post Producers: Adrian Konarski; Isabella Key. Online Editors: Stuart Cadzow; Matt Edwards. Post‑Production (UK): Electric Theatre Collective. Executive Producer (Post-UK): Vic Lovejoy. Coordinator: Ryley King. 2D Supervisor: David Felipe. 2D Lead: Daniel Brewster. Compositors: Lucie Brant; George Gough; Antonia Palmer; Ktryna Lidzuite. Sound & Music: Rumble Studios. Executive Producer: Michael Gie. Lead Sound Designer: Tone Aston. Sound Designer: Daniel William. Production’s Managing Director (Bear Meets Eagle On Fire): Micah Walker. Acknowledge from +61’s Managing Director: Blake Crosbie.
