After a hotly contested pitch, we were selected by Vodafone (now TPG Telecom) to help define, launch and advertise their new top-secret mobile plan. This was the brand’s first work – a teaser campaign to educate and build hype before launch.
Most people don’t know that Australian phone plans are responsible for nearly 1 million tonnes of CO2 every year. As Australia’s first telco brand, powered by 100% renewable electricity, and certified carbon neutral, we needed our audience to know this. However, after a year of extreme bushfires and a global pandemic, people had apocalypse fatigue and had reached peak doom and gloom. So, we took a light-hearted approach to the horrors of carbon emissions.
Our hero video lived across social and digital, with a suite of funny gifs and images bringing to light the issue of emissions. We may be the first to create an entire ecosystem around a fart joke, and we couldn’t be prouder.
“Paper Moose have worked alongside us all year to help build the brand from the ground up. It’s been wonderful working with an agency who is as excited as we are to help Australians reduce their impact on the environment – simply by switching providers. We couldn’t be happier with this first teaser campaign.”
- Paul Tierney, general manager business development at felix