AUNZ Work of the Week: Bear Meets Eagle On Fire and Telstra

A Christmas campaign that doesn’t focus on family or trees sounds like a tough brief, but it was exactly what Telstra ordered in their latest continuation of ‘Together For Christmas’.

The ad portrays a connection between a lonely goth girl, who favours her headphones over people, and a ghost who can clear a street with its unwanted presence. The girl encounters the ghost by stepping straight through it on a ponder and instantly shares her headband, thus forming a bond.

In the midst of happy Christmas ads that centre on familial connection, Telstra targets those who don’t share this experience, reminding them that Christmas is about them as much as anyone. It’s a bold strategy to divert from mass appeal, but one that may be almost more effective.

It seamlessly cuts through the usual, expected noise of cheerfulness and bells, without dampening the traditional Christmas spirit. Micah Walker, CCO of Bear Meets Eagle On Fire said creating something “familiar and nostalgic” was the goal, “without being too blunt or cliché”.

In this, they succeeded. Merry Christmas to those who see themselves in Telstra -- you aren’t the only ones.