Telstra has launched a campaign created by Bear Meets Eagle On Fire with +61 to highlight that standard local and national calls from its payphones across Australia are free.
While Telstra made all standard local and national calls from its payphones free in 2021, many people remain unaware of the change.
The campaign, titled ‘Free For All,’ features more than 30 illustrated characters using Telstra payphones. The work will appear across 5,000 of Telstra’s 14,000 payphones nationwide.
Original characters were created by illustrators Brosmind, Nicko Philips, McBess and Ovcharkart. The out-of-home campaign also includes cameo appearances from Rick & Morty, the Powerpuff Girls, Ren & Stimpy and Squidward.
“Telstra payphones are a vital part of how we support communities right across Australia,” said Alita McMenamin, Head of Brand and Marketing Communications, Telstra.
“They’re free to use, and for many people – especially those in vulnerable circumstances – they can be a critical lifeline in moments that matter most. We wanted to create a playful campaign to raise awareness and remind Australians our payphones are there for them for free – whether it’s calling for help, staying connected with loved ones, or accessing essential services, whenever they need.”
“This is just a very simple idea to support Telstra’s ongoing commitment to free calls. The unique characters and celebrity cameos make for a bit of fun, as they pop up around the country,” said Micah Walker, Chief Creative Officer, BMEOF.
Credits
Creative Agency: Bear Meets Eagle On Fire
Partner Agency: +61
Client: Telstra
Chief Marketing Officer: Brent Smart & Jana Kotatko
Head of Brand and Marketing Communications: Alita McMenamin
Head of Strategy & Creative Excellence: Nicky Bryson
Brand & Sponsorship Lead: Nicola Reeves
Campaign Lead: Jon Hollett
Head of Media & Marketing Operations: Paula Marreiros
Telstra Owned Network Principal: Pete Manwaring
Illustrators – Original Characters:
Brosmind
Nicko Phillips
McBess
Ovcharka
