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Belong Celebrates the Internet's Unexpected Wormholes with a Modern Day Love Song

Howatson+Company, Eardrum and musician Andy Hopkins journey from facts to apps for the carbon neutral mobile and internet provider's campaign

Belong Celebrates the Internet's Unexpected Wormholes with a Modern Day Love Song

Following the launch of their new brand platform ‘It Feels Good to Belong’, Belong has launched a 2-minute radio ad celebrating the joyful and unexpected wormholes the internet leads us down. 

Created by Howatson+Company, Eardrum and musician Andy Hopkins, the spot takes the form of a modern love song to the internet, journeying from facts about octopus flatulence to apps that help you speak Spanish. 

Belong head of brand, communications and culture, Kelly Schulz said 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," said Ms Schulz. 

Howatson+Company creative duo Jared Wicker and Elaine Li said the internet has always been there for us all and this was our chance to work with Belong to return the favour for consumers with a light hearted modern love song.  

The campaign will run on across the national Nova, KISS and Triple M networks in specially designed 2-minute ad placements. 

Belong is Australia’s first carbon neutral mobile and internet provider. In June 2021 the telco announced the appointment of Howatson+Company as its creative and media strategy agency of record. This latest work launches less than one month after the agency launched Belong’s new fully integrated brand platform, extending across brand  communications, product, sim card packaging, website, UI/UX, staff collateral and more.  

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Client: Belong

Head of Brand, Comms & Culture: Kelly Schulz

Brand + Creative Lead: Leanne Boyd

Brand Specialist: Clare Taylor

Creative: Howatson+Company

Media strategy: Howatson+Company

Media trading and buying: OMD

Song written by: Andy Hopkins and Ralph van Dijk

Produced and Arranged by: Andy Hopkins

Directed by: Ralph van Dijk

Production Company: Eardrum

Production Company Producer: Lesley Chambers

Category: Internet , Utilities