从一条“大广告”到 26 个小镇的细语表达：Telstra 如何用定格动画讲述「连接」的温度？

Core Insights - Telstra, Australia's largest telecommunications brand, has chosen to convey the meaning of "broad coverage" through 26 micro stop-motion animation shorts dedicated to specific remote towns, rather than using traditional high-volume advertising methods [2][3] Group 1: Brand Strategy - Telstra faced the challenge of being perceived as powerful but lacking in "human touch," often relying on technical jargon and coverage statistics to assert its position as Australia's top network [3] - The brand shifted its focus to underrepresented areas, showcasing the daily lives of remote towns, thus honoring these locations rather than self-promoting [3][4] Group 2: Creative Execution - The 26 shorts utilized stop-motion animation, a labor-intensive craft, with each character inspired by local flora and fauna, showcasing meticulous attention to detail in movements and expressions [4] - The creative team conducted thorough research to accurately recreate the unique landscapes of each area, incorporating local ecological features and cultural nuances into the sets [4][8] Group 3: Authenticity and Engagement - Each character's voice was provided by real residents of the towns, adding authenticity and local humor to the narratives, which transformed the residents into storytellers while positioning the brand in the background [5][8] - The release of these shorts coincided with the Olympics, a time of heightened public attention, allowing Telstra to subtly convey its message of connectivity without leveraging popular athletes or events [7] Group 4: Reception and Impact - The campaign received significant positive feedback, particularly from the represented communities, with residents sharing the shorts on social media and expressing pride in seeing their towns featured [9] - This initiative is noted as one of the few recent examples of integrating stop-motion animation into brand communication at such a scale, celebrated for its emotional depth and craftsmanship [9]