Telstra.
Telstra makes its way back home with eight Cannes Lions awards, leading Australian brands in wins for the nation.
Bear Meets Eagle on Fire, +61 and Revolver took home the Film Craft Grand Prix for ‘Better on Better Network,’ followed by two gold and a bronze, a gold, silver and bronze for ‘Together is for Christmas' and a bronze for ‘The Shoemaker.'
What made Telstra stand out? Sam Walters, general manager at Australian advertising and product research specialist Cubery, told AdNews that advertising works when it nails three things: captivating attention, connecting to the brand and offering something that compels the viewer.
“But let’s be real: if you’re chasing Cannes glory, it’s the captivating part that’s front of mind. After all, Cannes is the creativity Olympics - it loves work that grabs attention in unexpected ways," Walters said.
“And if you consider the levers that drive captivating advertising - storytelling, humour, emotion, and well-defined characters - you really couldn’t ask for much more than Telstra’s ‘Better on a Better Network’. A highly original and, to be honest, genuinely lovely platform.
“Unmistakably Australian, but universally appealing and funny. To not win plaudits for that campaign would’ve been a travesty.”
Walters said all three of the heralded Telstra campaigns, Donkey, Shoemaker and Better on a Better Network, leaned on entertaining characters to carry a story with genuine warmth and a bit of cheek.
“Sure, from the broader vision, the executions felt eclectic, but they shared the same foundation: funny, memorable narratives that drove emotional appeal and intrigue.
“These elements spark attention and set the foundations for branded memorability, the basics for long-term success.
“The ongoing opportunity for Telstra will be weaving these distinct, character-led stories and platforms into an ever increasingly attributable brand world. So people go, “Oh yeah, that’s obviously Telstra.” That’s where the magic happens."
Sally Joubert, CEO at specialist brand and communications insights agency Luma Research, said the Better on a Better Network campaign combined a powerful mix of being unique, different and continually refreshed.
“This was enhanced with spot-on humour, some warm Australianisms and consistent branding,” Joubert said.
“Donkey is just a clever Christmas ad. On average, Christmas ads get more attention than other ads, and this is no exception. It is a great story told well with appealing characters, music and humour, which make it engaging.
Joubert said that Australian advertising is up there with the best when thinking about the global market.
“The best Australian brands know how to create advertising that engages, is relevant and drives brand outcomes.”
“We know how to make great advertising!”
Independent creative director Adrian Elton said that true quality is always going to land at Cannes.
"You don't need to be from any of the places that are name-dropped across this campaign to appreciate the slice-of-life style conversations and the character’s apparent awkwardness and discomfort at having to speak to the camera," Elton said.
"The scripting by Bear Meets Eagle On Fire captures a very particular kind of laconic, dry-as-the-Nullarbor Plain stripe of Australian humour.
"Drinking from the same well as the pathos that defined The Castle (1997), the spots celebrate the everyday Aussies whose bullshit detectors are so finely-tuned to see through artifice and all manner of glittery distractions.
"I guess that's what the spots deliver so cleverly - the notion that Telstra offers a better network wherever people live so that they can get on with their quirkily unexceptional, yet highly distinct and inherently valuable lives."
Production company Revolver was also awarded a Palme d’Or on the final night and Bear Meets Eagle on Fire took home an Independent Agency of the Year award.
Revolver managing director and co-owner Michael Ritchie said winning a gold Film Craft lion is just wonderful.
"Seeing the work of Steve Rogers take four gold lions and Jeff Low take the Grand Prix, and be shown on the big screen in the Palais is a pinch yourself moment.
“But just as importantly, I could not be more proud of every director in our company and every person in the office for all contributing to the greater vision and momentum.
“I also want to thank our incredible agency partners and the courageous clients that we have the good fortune to work with.”
Telstra CMO Brent Smart took to LinkedIn to express his gratitude.
“Woken up to huge news from the South of France. And I'm genuinely speechless. So I'll leave it there,” he said.
“With a thank you to everyone who worked on this, but especially to Micah Walker, without his vision and care we wouldn't be here.”
Walters said It’s great to see Telstra, and other Aussie brands, standing tall on the Cannes stage, doing it with style and personality.
“Australia is showing up not just as a creative market, but as our creative market, with that uniquely Australian humour and honesty. It’s the kind of thing other markets will notice. And maybe even envy.”
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