Belong Partners With Pembleton, Invites Families to 'Just BE' Together Offline

In the chaos of the everyday, more and more families are looking for genuine moments of personal connection. Our devices, and the online experience, are now intrinsically part of those shared moments. Whether we always like it or not.

This tension is at the core of Belong’s new national campaign, created in partnership with Pembleton.

‘Just BE’ is a platform that doesn’t shy away from the blurred lines between the technology in our hands and homes and its effect on how we interact with each other.

At the heart of the campaign is Belong’s new ‘BE’ brand code, a unifying design and messaging system tying together brand story, proof points, product features, and retail offers. ‘BE’ signals simplicity at every turn with a clear customer benefit at its heart.

Joshua Bailey, head of marketing and retail at Belong, said, “Belong has always been about helping Aussies feel more connected to each other. The simpler we can make things for families, the more likely those moments of connection can happen. Which is why we're on a mission at Belong to make mobile and internet as simple as possible for everyday families.”

Alex Speakman, partner at Pembleton, said, “Technology is both a necessity and a complication for modern families -- and Belong supported us to creatively lean into this tension in an honest, respectful and relatable way. It’s a campaign we can all see ourselves in -- which is an incredibly brave move from a telecommunications company."

This work marks the first major collaboration between Belong and creative partner, Pembleton -- which launched in 2024.

Matilda Hobba, partner at Pembleton, believes the project is the perfect demonstration of its model at its best.

“Historically, a project of this scale would have required a big agency, with multiple departments and many hands,” she said.

“Our model, which involves a small but highly experienced team, who work as one creative/strategy/project management department -- allowed us to achieve a great deal with very little fuss. From the beginning, we worked as an extension of the Belong marketing and creative teams -- and then, built a bespoke squad to help us produce and roll the campaign out. It was a terrifyingly enjoyable experience”.

Peita Golden, chief marketing officer at Belong, said, “We're incredibly excited about this next phase of the Belong brand. It's been incredible to work with Pembleton. A team of such experienced people, who listen, and who work in a truly collaborative manner with all members of the Belong team.”

The platform’s film components were directed by the highly acclaimed director Glendyn Ivin of Exit Films. They consist of a series of six single scene scenarios reflecting one Australian families' lived experience with mobile and internet technology.