Belong launches love song to the internet

Maha Obeid
By Maha Obeid | 14 October 2021
Love song

Belong, following the launch of its brand platform It Feels Good to Belong, has released a two-minute radio ad celebrating carbon-free internet.

Created by Howatson+Company, Eardrum and musician Andy Hopkins, the spot takes the form of a modern love song to the internet, with a humorous take on the joyful and unexpected wormholes the internet leads people down.

Belong head of brand, communications and culture, Kelly Schulz says the internet gets a bad rap sometimes, but it can be a wonderful, joyful and exciting place. From streaming hours of random content to joining forums about things that taste like blue, it’s where everyone belongs, no matter what you’re into.

"As a telco that’s all about inclusivity and Belonging, we felt compelled to sing about it with some wonderful Australian musical talent," says Schulz.

Howatson+Company creative duo Jared Wicker and Elaine Li said the internet has always been there for us all and this was their chance to work with Belong to return the favour for consumers.

The campaign will run across the national Nova, KISS and Triple M networks in specially designed two-minute ad placements.

In June 2021, Belong announced the appointment of Howatson+Company as its creative and media strategy agency of record. This latest work launches less than one month after the agency launched Belong’s new fully-integrated brand platform, extending across brand communications, product, sim card packaging, website, UI/UX, and staff collateral.

Client: Belong
Head of Brand, Comms & Culture, Kelly Schulz
Brand + Creative Lead, Leanne Boyd
Brand Specialist, Clare Taylor
Creative: Howatson+Company
Media strategy: Howatson+Company
Media trading and buying: OMD
Song written by: Andy Hopkins and Ralph van Dijk
Produced and Arranged by: Andy Hopkins
Directed by: Ralph van Dijk
Production Company: Eardrum
Production Company Producer: Lesley Chambers

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