Telstra "Wherever We Go" Campaign | Clapboard Ad Archive

Wherever we go

Description

Launched in Australia in October 2024, Telstra's "Wherever we go" campaign powerfully captures the essence of connection and togetherness through the lens of the Electronic Devices industry. Utilizing a compelling film medium, this campaign highlights how the simple, yet profound, concept of being together can have a lasting impact. Central to the campaign is the tagline "Lovely thing about together, it goes a long way," which embodies Telstra’s commitment to keeping people connected no matter where life takes them. The creative execution emphasizes the emotional bond facilitated by Telstra’s advanced technology and network solutions, reinforcing the brand as a reliable enabler of seamless communication and shared experiences. Designed to resonate with a wide audience, the campaign skillfully combines emotive storytelling with a clean, visually engaging narrative that appeals to the human desire for connection in a fast-paced digital world. By focusing on real-life moments and the powerful role of communication devices, Telstra establishes itself as a trusted partner in everyday life and across distances, promoting both the functional benefits of its services and the emotional value of staying together. This campaign’s strategic approach aligns with contemporary consumer values around community and connectivity, positioning Telstra not only as a telecom provider but as an integral part of people’s lives wherever they go, ensuring that togetherness truly goes the distance.

Credits

Client

Telstra

More like this

The first creator-led music video - Samsung Mobile | Clapboard Ad Archive

Samsung Mobile’s 2024 campaign Think Later by Tate McRae - Filmed #withGalaxy, created by We Are Social Australia, redefines live music storytelling by assembling 25 creators from the Samsung #TeamGalaxy collective to produce the first creator-led music video for Tate McRae’s hit Think Later, shot entirely on the Galaxy S24 Ultra during her world tour stops in Spain and Portugal. This integrated campaign leverages the phone’s cutting-edge AI and camera technology, particularly its Nightography Zoom and Galaxy AI features, to deliver vivid, immersive concert footage that transcends typical smartphone video limitations, directly demonstrating how the device captures the emotional intensity and unique atmosphere of live performances. What Clapboard’s taxonomy classifies as FORMAT#1—Demonstration is employed here with precision, turning the music video and its supporting behind-the-scenes assets into a disguised product demo that foregrounds the Galaxy S24 Ultra’s superior imaging capabilities through authentic, crowd-sourced content rather than traditional brand messaging. The campaign’s strategic insight lies in its alignment with Gen Z’s values, tapping into their desire to preserve and share meaningful live music moments with a sense of community and creative collaboration that the #TeamGalaxy initiative embodies. By integrating footage from diverse creators and the visionary direction of a leading photographer within the collective, the campaign amplifies the cultural relevance of Samsung’s technology in the context of live music, a space that resonates deeply with younger audiences. Distributed across Instagram, TikTok, and YouTube, and supported by content that highlights specific product features, the campaign maximizes engagement on platforms where Gen Z is most active, effectively blurring the line between entertainment and functional product demonstration. The campaign has garnered over one million views, underscoring its reach and resonance. Clapboard rates this 71/100 in its global creative archive. This campaign matters to the industry because it demonstrates how technology brands can embed product innovation within culturally relevant creative collaborations that authentically engage younger consumers through experiential storytelling rather than conventional advertising.

Campaign Proposition

The "Wherever we go" campaign by Telstra, launched in Australia in October 2024, leverages a narrative approach to reinforce the brand’s core proposition of connectivity and togetherness through technology. Positioned within the electronic devices sector, the campaign underscores the emotional value of being connected, emphasizing that shared experiences “go a long way.” This suggests Telstra’s commitment not only to technological reliability but also to fostering meaningful human connections regardless of location. Strategically, the campaign taps into the universal insight that technology serves as a bridge in maintaining relationships and shared moments, especially in increasingly mobile and dispersed lifestyles. By using the narrative genre, the creative angle humanizes the brand’s technological offerings, moving beyond features or specifications to highlight the lived experience of connection. The message appeals to a broad Australian audience that values both the practical and emotional benefits of staying connected, implicitly targeting consumers who prioritize devices and services that support ongoing interaction and togetherness. The tagline, “Lovely thing about together, it goes a long way,” encapsulates this dual focus by linking the idea of physical and emotional proximity with the brand’s service. Overall, Telstra’s campaign aligns its market strategy with a culturally resonant theme of unity in a digital age, using storytelling to strengthen its position as a facilitator of enduring relationships through electronic devices and connectivity solutions.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign, titled "Wherever we go," hinges on the theme of togetherness, as suggested by the repeated phrase "Lovely thing about together, it goes a long way," and the genre being explicitly "Narrative." The absence of explicit problem/solution, story-driven resolution, celebrity use, demonstrations, or direct comparisons suggests the creative device centers on evoking relatable or aspirational scenarios of connection, likely featuring people in various togetherness moments facilitated by Telstra’s electronic devices or networks. The focus is on imagery and association rather than explicit storytelling or product demonstration, aligning most closely with Associated User Imagery. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Good Deeds Bring Good Fortune - Tune Talk | Clapboard Ad Archive — archive collection thumbnail

Good Deeds Bring Good Fortune - Tune Talk | Clapboard Ad Archive

Tune Talk’s Good Deeds Bring Good Fortune campaign for Chinese New Year 2024 harnesses the cultural gravitas of the Year of the Dragon to deliver a narrative rooted in positivity and enduring happiness, positioning the brand as a conduit for continuous blessings and meaningful connections within Malaysia’s electronic devices market. Anchored on the character Mei, whose optimistic outlook and good deeds promise her long-lasting joy, the campaign deftly merges traditional Lunar New Year values with modern brand storytelling to resonate with Chinese-speaking consumers during a pivotal festive season. The film’s use of Mandarin not only enhances cultural authenticity but also deepens audience affinity, while the symbolic invocation of the dragon amplifies themes of auspiciousness and strength, aligning Tune Talk’s messaging with the broader cultural milieu. The storyline’s core—positivity as the catalyst for sustained good fortune—mirrors the brand’s value proposition, suggesting that Tune Talk’s services enable a life-long, rewarding experience akin to Mei’s promised happiness. By adopting what Clapboard’s taxonomy defines as FORMAT#6—Benefit Causes Story—the campaign foregrounds the benefit of optimism as the cause for the fortunate outcome, eschewing direct product demonstration in favor of an emotionally resonant narrative arc that highlights the brand’s role in fostering positive everyday experiences. Strategically timed and crafted, the campaign leverages digital platforms to achieve over 1.6 million views, signaling strong awareness and cultural engagement, though its modest interaction metrics reflect a focus on emotional storytelling rather than immediate transactional activation. The creative execution incorporates culturally relevant symbols and language, reinforcing Tune Talk’s respect for heritage while promoting its relevance in a competitive electronics landscape dominated by players like Maxis, Digi, and Celcom. Hashtags such as #TTHappyLongLong and #KitaFaham extend the campaign’s reach into social conversations, encouraging communal celebration and shared optimism. Clapboard rates this campaign 61/100 in its global creative archive. This campaign matters to the industry because it demonstrates how culturally grounded narratives can drive brand resonance in a commoditized category when the emotional benefit is positioned as the direct cause of consumer reward.

Missed Calls - Telenor | Clapboard Ad Archive — archive collection thumbnail

Missed Calls - Telenor | Clapboard Ad Archive

Telenor Sweden’s Missed Calls campaign, developed with NORD DDB, epitomizes a telecommunications brand making a meaningful leap beyond utility to address an unspoken but universal pain point: the fear of losing irreplaceable voice messages from loved ones who have died. Rooted in the insight that auditory memory, especially a familiar voice, provides real comfort for those processing grief, Telenor transforms its infrastructure into an instrument of emotional support by launching a free digital service that allows customers to securely save and download their voicemails as permanent sound files. The campaign is unflinching in its transparency about the fragility of digital memories, opening with testimonials from those who have gone to extraordinary lengths to preserve a single message and grounding the value proposition in research citing how a loved one’s voice can trigger the release of oxytocin, facilitating emotional well-being in the face of loss. This approach is wholly consistent with what Clapboard’s taxonomy classifies as FORMAT#2—Show the Problem—framing the campaign around real testimonials and scenarios where the loss of a voice message compounds personal grief, then directly presenting the Missed Calls web app as a practical, restorative solution. Telenor’s communications land as specific and personal rather than abstractly sentimental, bolstered by expert validation and authentic user stories that avoid maudlin tropes, ensuring the brand stands apart in a market where competitors default to price, coverage, or technical features. In a category that has historically emphasized connectivity in transactional terms, Telenor leverages its core service—facilitating human contact—to build an emotional moat, offering customers security not just for their data but for their most intimate memories. The simple, user-friendly functionality and free availability further assert Telenor’s customer-centric focus, making emotional continuity accessible at scale without friction—a nuanced move in an industry contending with concerns about privacy, impermanence, and data loss. Clapboard rates this 74/100. In a sector defined by relentless churn and commoditization, Missed Calls matters because it demonstrates how telecoms can create real, defensible value by responding to the evolving emotional needs of their users.

Javier in Frame - Google Pixel | Clapboard Ad Archive — archive collection thumbnail

Javier in Frame - Google Pixel | Clapboard Ad Archive

Google Pixel’s Javier in Frame campaign, crafted by agency GUT for the electronics market in 2024, boldly centers on the brand’s AI-powered Guided Frame feature on the Pixel 8, which transforms photography for people who are blind or have low vision by providing intuitive audio cues, high-contrast animations, and haptic feedback to guide users in framing and capturing images. This campaign unfolds through a deeply personal and authentic narrative that follows Javier, a blind man documenting pivotal moments of his life—from finding love to starting a family—enabled by the accessibility tools built into the Pixel camera. What sets this campaign apart is its creative partnership with a blind director who brings an insider’s perspective to the storytelling and employs a distinctive filmmaking technique involving petroleum jelly on the lens to immerse sighted viewers in Javier’s visual experience, thereby fostering empathy and a nuanced understanding of visual impairment. By showcasing the expanded capabilities of Guided Frame, which now supports rear-camera recognition of faces, pets, food, and objects, the campaign reinforces Google’s sustained commitment to disability innovation and inclusive technology design that is user-centered and co-created with the disabled community. Strategically, the campaign resonates both with people living with disabilities and a broader audience increasingly attuned to representation and accessibility, positioning Pixel not just as a technological leader but as a brand that prioritizes meaningful inclusion. The narrative approach, which Clapboard classifies under FORMAT#5—Exemplary Story—ensures that the product is integral to the story’s emotional arc rather than a mere backdrop, effectively humanizing AI and accessibility features within a cinematic context. The campaign has achieved significant reach, engaging over 50 million viewers and sparking important conversations about the intersection of technology, disability, and daily life. Clapboard rates this campaign 84/100. Javier in Frame matters because it demonstrates that technology-driven accessibility, when authentically represented and creatively realized, can redefine product storytelling and set a new standard for inclusion within the competitive electronics category.

Choose Joy | Unforgettable Lunar New Year - OPPO | Clapboard Ad Archive — archive collection thumbnail

Choose Joy | Unforgettable Lunar New Year - OPPO | Clapboard Ad Archive

OPPO’s Choose Joy | Unforgettable Lunar New Year campaign, launched in Malaysia in 2024, leverages the cultural significance of Lunar New Year to position the brand as a conduit for joy, connection, and memorable family moments through its electronic devices. This film-based campaign employs a narrative and visual strategy that aligns with the festive season’s core values—togetherness, celebration, and the preservation of shared happiness—elevating OPPO beyond a mere technology provider to a lifestyle enabler. By tapping into the emotional fabric of Lunar New Year festivities, the campaign highlights how OPPO devices facilitate capturing and sharing these cherished experiences, reinforcing the brand’s relevance in the Malaysian market where cultural resonance is paramount. The creative approach situates the product’s benefit within an evocative symbolic framework, consistent with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—where the campaign uses metaphor and emotional imagery to communicate the positive impact of OPPO’s technology on users’ lives rather than relying on direct demonstrations or problem-solving narratives. This strategy effectively harnesses the collective spirit of celebration to evoke feelings of joy and lasting memory-making, which speaks to consumers who seek technology that supports personal expression and deep connection during culturally significant events. The campaign’s digital reach is underscored by over 5.6 million views on YouTube, demonstrating successful audience capture and media placement, while its Clapboard Campaign Score of 61/100 reflects a solid integration of cultural storytelling and brand positioning within the electronics category. Although engagement metrics such as likes and comments are modest, the campaign’s strength lies in its emotional resonance and the subtle yet powerful messaging that encourages audiences to choose joy and embrace unforgettable moments through OPPO’s devices. The agency behind the campaign has crafted a culturally sensitive yet universally appealing film that balances the brand’s innovative ethos with the timeless values of family and festivity, reinforcing OPPO’s competitive stance amid prominent regional and global electronics brands. This campaign matters to the industry because it demonstrates how technology brands can authentically embed themselves in culturally significant narratives to build emotional affinity and differentiate themselves in a crowded market where functional features alone no longer suffice.

That's A Wrap - Google Pixel | Clapboard Ad Archive — archive collection thumbnail

That's A Wrap - Google Pixel | Clapboard Ad Archive

Google Pixel’s 2024 campaign That's A Wrap delivers a confident and culturally savvy narrative positioning the brand as a forward-thinking contender in the fiercely competitive electronics market, specifically within the smartphone category. This campaign extends the #BestPhonesForever series, employing an approach that sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities—where Google Pixel and its rival iPhone® are anthropomorphized as recurring personalities, creating a familiar, relationship-driven storytelling framework that eschews direct product demonstrations in favor of brand recall and emotional engagement. The film medium spotlights a cleverly constructed tension: while iPhone® frets over its uncertain future, Pixel alongside Gemini embodies calm assurance and focus on enhancing the current user experience, a narrative that resonates deeply with tech-savvy consumers who prioritize innovation and reliability without the distraction of speculative brand anxieties. The campaign’s singular media asset encapsulates this dynamic with both visual punch and emotional clarity, skillfully differentiating Google Pixel amidst a saturated smartphone landscape where brand personality and cultural relevance are paramount. By leveraging popular social platforms including Instagram, TikTok, Threads, and Twitter, the campaign maximizes reach and engagement through accessible video content, including audio-described versions that broaden inclusivity and signal a commitment to diverse audiences. The hashtag #BestPhonesForever functions as a unifying rallying cry that fosters a community around the Pixel experience, encouraging consumers to align with a movement that celebrates present-day technological excellence rather than future uncertainties. Google Pixel’s communication strategy deftly balances modern relatability with brand confidence, delivering a narrative that positions the phone as the best choice for those who live in the moment with cutting-edge technology. The campaign earns 64/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how ongoing character-driven storytelling can effectively humanize tech brands and create durable consumer affinity in a category often dominated by feature-led comparisons.