AUNZ Work of the Week: Telstra and +61 and Bear Meets Eagle on Fire

It’s been a Telstra-heavy couple of months.

The telco kicked April off with ‘The Cobbler’, the latest chapter of its ‘Wherever We Go’ brand platform, which followed a Home Internet campaign featuring 20,000 real dominos, both with +61 and Bear Meets Eagle on Fire. And the brand didn’t stop there, launching three short, silent films designed to play in cinemas to encourage audiences to silence their phones, and a series of artistic installations transforming public phones.

The latest is ‘Into Art’, an unconventional initiative transforming three art-averse Australians into hyper-realistic sculptures, thanks to renowned artist Sam Jinks.

Created again with +61 and Bear Meets Eagle On Fire, the campaign sees real people -- Bradley, Midori, and Wally -- immortalised in silicone, resin, and human hair at Melbourne's Ian Potter Centre, challenging perceptions about art accessibility.

The sculptures form part of a free exhibition accompanied by an audio tour voiced by the participants, and National Gallery of Victoria senior curator Ewan McEoin created campaign merchandise including totes and t-shirts, which will be distributed to visitors, extending the initiative's reach beyond the gallery walls.

Bear Meets Eagle On Fire’s chief creative officer Micah Walker explained the campaign sought to go beyond corporate logos and posters.

"We wanted to find a more engaging way to communicate Telstra's commitment to the arts beyond just logos on posters,” he said. “There's no big promise of conversion here – just an honest belief that with more exposure, there's something for everyone in the arts."

The campaign is a masterclass in brand-funded cultural initiatives. The choice of hyper-realistic sculptures rather than traditional portraiture creates immediate intrigue, while symbolising the ‘art is everywhere’ message.

Having the subjects narrate their own audio tour is a particularly clever touch, making high art feel approachable through authentic, everyday commentary. The campaign's long-term impact will depend on whether it drives sustained engagement beyond the initial novelty.

The free merchandise is a smart nudge towards ongoing participation. When corporate art sponsorships often feel transactional, ‘Into Art’ refreshingly puts artistic integrity and audience experience first – a model others should watch closely.