AUSTRALIA IS WHY

TitleAUSTRALIA IS WHY
BrandTELSTRA
Product / ServiceTELECOMMUNICATIONS
CategoryA05. Consumer Services / Business to Business
EntrantTHE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA
Idea Creation THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA
Production COLLIDER Sydney, AUSTRALIA
Post Production THE EDITORS Sydney, AUSTRALIA

Credits

Name Company Position
Mark Green The Monkeys part of Accenture Interactive Group CEO and Co-Founder
Scott Nowell The Monkeys part of Accenture Interactive Chief Creative Officer
Tara Ford The Monkeys part of Accenture Interactive Chief Creative Officer
Vince Lagana The Monkeys part of Accenture Interactive Executive Creative Director
Stuart Alexander The Monkeys part of Accenture Interactive Creative Director
Daniel Fryer The Monkeys part of Accenture Interactive Creative Director
Jake Rusznyak The Monkeys part of Accenture Interactive Art Director
Dennis Koutoulogenis The Monkeys part of Accenture Interactive Copywriter
Ben Sampson The Monkeys part of Accenture Interactive Creative
Matt Michael The Monkeys part of Accenture Interactive Managing Director
Fabio Buresti The Monkeys part of Accenture Interactive Chief Strategy Officer
Hugh Hugh The Monkeys part of Accenture Interactive Head of Planning
Charlotte Marshall The Monkeys part of Accenture Interactive Senior Planner
Belinda Drew The Monkeys part of Accenture Interactive Account Management Head
Amanda Porritt The Monkeys part of Accenture Interactive Senior Business Director
Jack Stone The Monkeys part of Accenture Interactive Business Director
Samantha Packham The Monkeys part of Accenture Interactive Business Manager
Ciara Moloney The Monkeys part of Accenture Interactive Business Manager
Penny Brown The Monkeys part of Accenture Interactive Head of Production
Simone O'Connor The Monkeys part of Accenture Interactive Senior Producer
Claudia Brookes The Monkeys part of Accenture Interactive Senior Producer
Leah Horsley Senior Finished Artist The Monkeys part of Accenture Interactive
Mel Watson The Monkeys part of Accenture Interactive Senior Designer
Megan Leckey The Monkeys part of Accenture Interactive Senior Designer
John Hillcoat Collider Director
Olivia Hantken Collider Executive Producer
Ross Giardina Collider Director Of Photography
Stevie Ray McGregor Casting Casting
Bernard Garry The Editors Editor
Soren Dyne The Editors Online
Matt Edwards The Editors Online
Kat Aquilla Song Zu Sound Producer
Simon Kane Song Zu Sound Engineer
Paul Blackmore Red Door Photographer
Natalie Loveridge Red Door Executive Producer

Background

Historically Australians relied on a government owned monopoly to deliver the network connectivity that our inconsistent population distribution, and large land mass demands. In 1991, the Government privatized its telecommunications networks, and the Telstra Corporation was created. Telstra benefited from this monopoly and quickly became a part of the fabric of Australian life. This quasi-governmental status means Telstra has the dual problem of being held to a higher standard, while simultaneously being overlooked for all the good they do. The brief was to re-frame the narrative around Telstra, reminding Australians and staff of what they brand does for them. The key objectives were to shift brand affinity, brand reputation and staff NPS.