Even the Rocks Sing ‘Born this Way’ in New Campaign for Internet Provider Belong

    By Asia Ad Junkie - Sep 14, 2021
    Even the Rocks Sing ‘Born this Way’ in New Campaign for Internet Provider Belong

    Australian carbon-neutral mobile and internet provider Belong has launched a new brand platform – ‘It Feels Good to Belong’ – celebrating a joyful, inclusive world of data and the internet.

    The campaign, which was created in collaboration with Howatson+Company, is a fully integrated platform that extends across the Belong business, including brand communications, product, sim card packaging, website, UI/UX, staff collateral and more.

    The platform launched with a 60s television spot directed by Revolver’s Steve Rogers, based on the phenomenon of pareidolia – a very human ability to see faces in inanimate objects, suggesting that connection is all around us if we just look hard enough.


    In addition to the launch film is a series of product films, aiming to showcase the company’s carbon-neutral offering. The visual identity was inspired by the world of NFT art and features animated 3D characters and objects floating on black voids. These will be supported through digital and OOH channels.


    Creative: Howatson+Company
    Media strategy: Howatson+Company
    Media implementation and buying: OMD


    Client: Belong
    CEO, Jana Kotatko
    Head of Brand, Comms & Culture, Kelly Schulz
    Head of Product, Aaliah Eggins-Bryson
    Brand + Creative Lead, Leanne Boyd
    Brand Specialist, Clare Taylor
    Marketing Chapter Lead, Nathan Cole
    Product Owner – Trading & Propositions, Loretta Bell
    Senior Marketing Specialist, Adelaide L’Estrange
    Marketing – Trading & Propositions, Josh Bailey

    Production Company: Revolver
    Director: Steve Rogers
    Managing Director/Co-Owner: Michael Ritchie
    Executive Producer/Partner/ Producer: Pip Smart
    Cinematographer: Sam Chiplin
    Production Design: Steven Jones-Evans
    Editor: Alexandre De Franceschi
    VFX & Post Production: Blackbird VFX
    Music Supervisor: Trailer Media
    Music & Sound: Sonar

    Post Production: Heckler
    Director: Julian Wolkenstein
    Executive Producer: Carlos Zalapa
    Producer: Maddison Costello
    VFX Supervisor: Jamie Watson
    Head of 3D: Tom Corbett
    Design Director: Gina Wagstaffe
    3D Team: Freddie Jiang, Phillip Wang, Gabor Prucsi, Boris Fomin, Dom Femia, Jack Scrase, Tim Jarick, Gareth Chang
    Compositor: Nitin Amin
    Animator: Kate Knott
    I/O Team: Dan Page, Maud Chapuis
    Music & Sound: Heckler Sound
    Composer: Johnny Green
    Sound Designer: Dave Robertson
    Voice Over Artist: Lee Perry

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