Our job was to shift felix mobile from being seen as the greenest plan (values) to being seen as the most fulfilling plan (value + values) and as result, steal away some customers from other telco brands with little to no green credentials.

So, with the help of dozens of mischievous, animated baby trees, this fun-filled campaign showed everyone how your mobile plan can make the world a better place…and you the proud parent of a baby tree, or dozens.

New subscriptions
YoY ad recall (Meta)
Trees planted

More than any other, this is an age of sustainability. When it comes to doing your part for the planet, people expect more of the brands they spend money with. With this in mind, our challenge was to get people to think of felix mobile as the mobile plan that lets them have more, and give more back.

You’d be hard pressed to find a telco that doesn’t bark about value, so we decided to lean on our point of difference - planting one tree for every month a customer is on a felix mobile plan - and present it in a distinctive, memorable way. This is a plan with a bigger plan. To offer a simple, great value mobile plan, while contributing to something bigger, our planet.

felix mobile plant one tree for every month you’re on their mobile plan, which technically makes you a tree parent. To make sure our campaign took root in Aussie minds, we decided to take that thought quite literally and create dozens of baby, animated trees.

This made for a bunch of fun, distinctive felix mobile content, which we could easily branch out across different platforms. The range of characters and scenarios meant there was no limit to how far we could take the adventures of ‘Luke-alyptus’ and his leafy siblings.

Nick Hunter
James Sykes
Brad Bennett
Praveen Vaidyanathan
Catho D'Souza
Jeremy Willmott
Jermaine Rowe
Nathan Moore
Georgia Shillington
Jorge Camargo
Tchaan Wilson-Townsend
Paper Moose
Josh Logue
Mike Roberts
Kristy Clinton
Billy Plumber
Lucy Whirledge
Henry Richardson
Victoria Beck
Adam Smillie
Maria Papandrea
Oliver Trauth-Goik
Vivi Feng
Katrin Hummel
Yanni Kronenberg
Ben Drisma
Caleb Jacobs

We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

Always was, always will be, Aboriginal land.