Belong, following the launch of its brand platform It Feels Good to Belong, has released a two-minute radio ad celebrating carbon-free internet. With only 5 days to produce lyric video, and a song dripping with complicated lyrics, we created a fun, cute karaoke video using emojis, the language of the internet and animated using Adobe After Effects. I created the concept and was Creator Lead for the project. Animation by Steve Edwards.
Belong Head of Brand, Communications and Culture, Kelly Schulz says the internet gets a bad rap sometimes, but it can be a wonderful, joyful and exciting place. From streaming hours of random content to joining forums about things that taste like blue, it’s where everyone belongs, no matter what you’re into.
"As a telco that’s all about inclusivity and Belonging, we felt compelled to sing about it with some wonderful Australian musical talent," says Schulz.
Howatson+Company creative duo Jared Wicker and Elaine Li said the internet has always been there for us all and this was their chance to work with Belong to return the favour for consumers.
Results
The campaign ran the national Nova, KISS and Triple M networks in specially designed two-minute ad placements. The campaign won numerous awards including:
Winner: Siren Awards 2022 (Best Campaign)
Winner: Siren Awards 2022 (Audio Innovation)
Highlight Commended: Siren Awards 2022 (Single Ad)
