Belong is inviting Australians to ‘scroll good’ on its carbon neutral mobile and internet plans in the latest brand campaign, via Howatson+Company.
The spot, titled ‘Thummit’, follows the story of a human thumb taking on the elements as it climbs Mt. Everest. It’s directed by Peter Martin of Hooves with VFX by Heckler.
Thummie battles blizzards, is confronted by vultures and even comes thumb to face with a Nepalese mountain yak ontheir journey to the summit. All to show that the average Australian scrolls the height of Mt. Everest – 8,849m – on their phones every month. And that every scroll ultimately contributes towards more energy consumption and higher carbon emissions.
Says Aaliah Eggins-Bryson, head of product and marketing at Belong: “While the carbon impact of energy, food and transport on the environment is well understood, few are aware of the carbon impact from their phone usage. We wanted to link the issue to a behaviour people could relate to, scrolling on their mobile phones, in a way that really grabbed their attention.”
Says Gavin Chimes, ECD at Howatson+Company: “Everest is a long way to climb for a human with legs. It’s even longer for a human thumb without them. Yet every month, our thumbs scroll that very distance. This fact was the perfect launch point for us to create a campaign to educate people about what that means for the environment. And show that with Belong’s carbon neutral mobile and internet, you can feel good about scrolling.”
The campaign features 60”, 30” & 15” TVCs and is supported by outdoor, radio, social and digital placements.
In 2019 Belong became Australia’s first carbon neutral telco. Since then Belong has offset more than 230,000 tonnes of CO2 (at no cost to its customers). This campaign builds on Belong’s proud environmental record as it looks to bring even more sustainability initiatives to life in 2023 and beyond. As a subsidiary of Telstra, Belong is also committed to reducing emissions by 50% by 2030.
Senior Marketing Specialist at Belong: Abbey J Hindle
Head of Product and Marketing at Belong: Aaliah Eggins-Bryson
Chief Executive Officer at Belong: Jana Kotatko
Founder/CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Director: Scott Zuliani
Senior Copywriter: Will Halstead
Senior Art Director: Tom Macphail
Senior Art Director: Madeleine Purdy
Head of Media: Sasha Smith
Head of Production: Holly Alexander
Producer: Caitlin Perz
Client Partner: Ollie Wearne
Senior Account Director: Angela Lethbridge
Senior Account Manager: Maddy Philips
Design Director: Ellena Mills
Junior Designer: Eleanor Donley
Finished Artist: Simon Merrifield
Media Strategy, Investment Director at Howatson+Company: Jamie Nelson
Media Implementation: OMD
Media Implementation, Business Director at OMD: Frances Meadows
Media Implementation, Account Director at OMD: Annabel Williams
Media Implementation, Account Executive at OMD: Richard Atkins
Media Implementation, Account Manager at OMD: Isabella Jordan
PR Agency: SHAPER x CLEMS
Production Company: Hooves
Director: Peter Martin
Producers: Chelsea Nieper and Rachael Morrow
Executive Producer: John Pace
Editor: Kevin Zimmerman
Post-Production Company: Heckler
Head of Post-Production: Amy Jarman
Music & Sound: Smith & Western
Voiceover Artist: Lee Perry