Telstra launches new brand positioning 'Australia Is Why' via The Monkeys

Paige Murphy
By Paige Murphy | 12 July 2021

Telstra has announced a campaign to introduce its new brand positioning, Australia Is Why.

The new campaign showcases the important role Telstra plays in supporting Australia and its diverse communities and was created by long-term agency partner, The Monkeys, part of Accenture Interactive.

“For over 100 years Telstra has been connecting Australians and we are deeply committed to the country’s progress and prosperity," Telstra chief marketing officer Jeremy Nicholas says.

"Our new campaign has been created to express the vital and sometimes overlooked role Telstra plays in taking our nation forward; to articulate not just what we do, but why we do it.

"As the country’s biggest telco and a leader on climate action, a principal sponsor of sport and the arts and strong supporter of the communities we serve, we are committed to Australia and to building world-class infrastructure to keep us all connected.

“We know how crucial connection is for people, through all the good times as well as the bad. The last 18 months for most Australians have been tumultuous and challenging.

"Connectivity has never been more of a necessity – to keep businesses going, to help families and friends stay connected, to keep people informed and kids learning.

"We took our responsibility to Australians during this time very seriously, and we continue to do so as we see paths open up to use technology to build on the innovative thinking that has come out of this disruptive time. Australia Is Why shows how Telstra enables the nation and everyone in it to thrive."

Australia Is Why is Telstra’s first brand-focused execution since 2016.

The campaign includes large format out-of-home executions and a 60-second TVC that bring to life the power of connection and Telstra’s broader impact on Australians’ lives.

Additional 15-second spots highlight individual stories around Telstra’s work in sustainability, sponsorship, connectivity and community, with more real-life examples of Telstra’s influence created specifically for social.

“The campaign’s statement is underpinned by many of the significant announcements Telstra has made over the past year, including reaching 75% of the population with 5G, answering all customer service calls in Australia, expanding regional mobile coverage, providing disaster relief packages and making significant progress on our renewable energy targets," Nicholas says.

"This year also marks 20 years of our sponsorship of the NRL and 37 years supporting The Australian Ballet.”

The campaign, which was captured in metro and regional locations, debuted on-air Sunday 11 July and features a diverse snapshot of Australia, including Telstra’s partners from the Australian Ballet, NRL, NRLW and AFL.

A virtual destination housing curated stories to back up the campaign’s tagline and show the breadth of what Telstra does in Australia has been created at

“We all have a ‘why’. It’s what gets us up in the morning and compels us to do the things we do, whether it’s for family, for change, for the future, or to right a wrong," The Monkeys group chief creative officer and co-founder Scott Nowell says.

"Telstra’s ‘why’ is to create opportunities to support every Australian, because we recognise all of our individual ‘whys’ is what moves the country forward.”

Client: Telstra
Chief Marketing Officer: Jeremy Nicholas
Head of Brand: Julie Caulfield
Principal of Media, Sponsorship & Awards: Genelle Sharples
Senior Marketing Specialist: Maria Rizzo
Senior Marketing Specialist: Rebecca Borgo
Senior Marketing Specialist: Alita McMenamin
Senior Media Specialist: Robbie Aoukar

Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO & Co-Founder: Mark Green
Group Chief Creative Officer & Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Chief Strategy Officer: Fabio Buresti
Managing Director: Matt Michael
Executive Creative Director: Vince Lagana
Creative Directors: Dan Fryer, Stuart Alexander
Creative Team: Jake Rusznyak, Dennis Koutoulogenis, Ben Sampson
Head of Business Management: Belinda Drew
Senior Business Director: Amanda Porritt
Business Director: Jack Stone
Business Manager: Ciara Moloney, Samantha Packham
Head of Planning: Hugh Munro
Senior Planner: Charlotte Marshall
Head of Production: Penny Brown
Senior Producer: Simone O’Connor
Senior Producer: Claudia Brookes
Senior Finished Artist: Leah Horsley
Senior Designer: Mel Watson
Senior Designer: Megan Leckey

Production Company: Collider
Director: John Hillcoat
Executive Producer: Olivia Hantken
DoP: Ross Giardina
Casting: Stevie Ray @ McGregor Casting

Post House: The Editors
Editor: Bernard Garry
Online: Soren Dyne and Matt Edwards
Sound Post-Production: Song Zu
Sound Producer: Kat Aquilla
Sound Engineer: Simon Kane

Print Production
Production Company: Red Door
Photographer: Paul Blackmore
Executive Producer: Natalie Loveridge
Retouching: Cream Electric Art

Media: OMD

Social & Web: Telstra In-House Creative & Production
Campaign Strategist: Nick Chin
Creative Director: Nads Spencer
Lead Producer: Melanie Stefanou
Creative Producer: James Nyssen
Editorial: Campbell Simpson / Harry Tucker

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