Telstra's ‘This is Footy Country’ via The Monkeys, part of Accenture Song

6 September 2023

Advertiser: Telstra
Creative Agency: The Monkeys, part of Accenture Song

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To shine a light on Telstra’s commitment to regional Australia.

Building on more than two decades of partnership with both NRL and AFL, Telstra’s new creative platform, ‘This is Footy Country’ aims to shine a light on Telstra’s commitment to regional Australia by celebrating and acknowledging country footy and the deep relationship between local footy clubs and their communities.

The integrated campaign leverages Telstra’s sponsorships with community initiatives across both codes and creative assets through broadcast and in-stadium signage, as well as in Telstra’s own retail environment.  

The creative has been developed in partnership with The Monkeys, part of Accenture Song, and shows a team that gets stranded before a game, and the club president quickly pulls together a crew of last-minute replacements. 

Through its distinct visuals, the campaign heroes the many players, supporters, fans and volunteers that all make such a valuable contribution to the club.

The campaign will run through the footy finals season until October 1, across TV, online and out of home, including billboards and Stadiums. 

Telstra chief marketing officer, Brent Smart, said footy invokes a sense of community and it’s in the country where this runs deepest.

"Telstra has a strong affinity with regional Australia and we’ve been working with the AFL and NRL for more than two decades, so we decided to marry the two together with our new creative platform, 'This is Footy Country'," he said.

The Monkeys group chief creative officer, Scott Nowell, said the campaign aims to celebrate the deep bond that exists between country footy clubs across Australia and their communities.

"Country footy emphatically represents the very best aspects of these codes, so a chance to shine a spotlight on it – using so much local talent – has been a real joy," said Nowell.




Chief Marketing Officer - Brent Smart

Head of Creative Excellence - Anna Jackson

Head of Brand & Network Marketing - Alita McMcMenamin

Senior Brand Specialist - Jon Hollett

Principle Media Sponsorships, Awards & Experiential - Genelle Sharples

Senior Media Specialist - Robert Aoukar


The Monkeys, part of Accenture Song 

The Monkeys Group CEO & Accenture Song ANZ President - Mark Green

Group Chief Creative Officer - Scott Nowell

Chief Creative Officer -  Ant Keogh

Head of Production/Producer - Penny Brown

Chief Client Officer - Belinda Drew

Business Strategy Director - Ben De Castella

Creative Director - Sam Dickson

Creative Director - Cameron Bell

Senior Art Director - Alex Polglase

Senior Copywriter - Jake Ausburn

Art Director - Emmalie Narathipakorn

Copywriter - Seamus McAlary

Group Business Director - Amanda Porritt

Senior Business Director - Samar Karim

Business Manager - Kevin Diep

Print Producer - Candy Carter


Production: Exit Films

Director - Mark Molloy

EP - Leah Churchill Brown

EP - Declan Cahil

Producer - Mark Foster


Casting: Citizen Jane 


Post production: The Editors 


Audio production: Massive Music 


Music: Level 2

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