Better on a better network.
Browsing through the list of Cannes winners for this year, I didn’t expect to see Telstra's name appear. But there they were — quietly picking up a Lion for a campaign about (of all things) their mobile network.
As an Aussie living abroad — and someone who works in the industry — I was equal parts proud and intrigued. Telstra’s Better on a Better Network campaign broke through and found a way to make a technical message not just clear, but charming — with handmade visuals, local voices, and a surprisingly deep bench of executions which highlighted lesser known, rural towns where having a better network is so critical.
And here’s the clever bit: they didn’t just work around the media constraint of Olympic ad buys (which require dozens of spots). They used it as the creative idea itself. If you’ve got 26 slots to fill, why not make 26 delightfully distinct films? It’s a rare example of constraint fueling creativity — turning a media volume requirement into message variety. And the result was a campaign that felt fresh every time while reinforcing the same point: life’s just better on a better network.
4M Breakdown:
🟠 Moment
Telstra seized the spotlight during the Olympics, one of the few national moments that unites urban and rural Australians alike. With a large number of spots to be filled, the creative team didn’t see a media challenge — they saw a storytelling opportunity. The campaign turned a scheduling constraint into a unifying, national moment.
🟠 Message
Simple but sharp: “Better on a better network.” Instead of preaching speeds and specs, Telstra delivered a human truth — that being connected matters more in the places connection is hardest. The message lead with empathy, not ego.
🟠 Media
This was where the campaign really flexed. Telstra created 26 unique films — spotlighting rural towns, local landmarks, and everyday Aussies. The repetition of the core message across hyper-specific contexts made it feel fresh each time.
🟠 Memory
By elevating regional communities and celebrating their individuality, Telstra built emotional resonance with an audience that’s often overlooked. Viewers didn’t just remember the ads — they remembered the idea that better networks make better lives, especially when you’re off the beaten track.
The Takeaway
In a world obsessed with reach and repetition, Telstra reminded us that scale doesn’t have to mean sameness. With clever creative constraint, a heartfelt message, and media made to matter, they proved that even conversations around network coverage can hae a soul. Sometimes the best way to show you’re everywhere… is to show up somewhere with care.