The Internet Has Never Looked More Exciting in nbn's ‘Made for More’ Campaign from BWM Isobar Sydney

With more speed, more fibre upgrades and more regional support, nbn has worked hard to establish itself as Australia’s ever-evolving, digital backbone – and the internet has never looked more exciting.

The new ‘Made For More’ campaign highlights these improvements by featuring a series of mind-bending scenarios drawn from everyday internet behaviours – streaming, gaming, telehealth, online business – and more.

Marcus Tesoriero, executive creative director, BWM isobar, Sydney said: “We had a lot of fun making this spot and wider campaign. ‘Made For More’ is a confident idea proving the robust nature of the all-new and evolving nbn network. To produce a big, exciting campaign like this during such a challenging year for our industry is a testament to relationships the team have built with our clients and external production houses like Airbag. Everyone did an exceptional job pulling it off – and I’m super proud of the finished creative product we crafted together.” 

The 60-second launch film features a curious young passer-by asking an nbn engineer what 'Made For More' actually means, before this simple question launches the viewer into the mind’s eye of the nbn engineer, sweeping us into his imaginative journey of possibilities, filled with different, mind-blowing internet uses: from super-sports streaming with multiple devices, to smart-farming a herd of pixel-cows, to coordinating emergency workers in the aftermath of a bushfire with satellite-supported communications.

Shot by Ariel Martin via Airbag and set to a music track composed by Rumble Studios, the high-energy commercial ends with the nbn engineer summing up his imaginative journey by declaring that the possibilities of the newly-evolved network are in fact “more than you can imagine”. The fully-integrated campaign includes TV, DOOH, social, and online placements.

Brent Kerby, managing director, BWM isobar, Sydney said: "‘Made For More’ has come after two waves of COVID-19 lockdown in Australia which created unprecedented demand for online work from home, education, and entertainment, resulting in some 8 million terabytes of data downloaded each and every month. The campaign now welcomes all Australians to the next stage of possibilities from the internet – with 12 million homes and businesses ready to connect."

Mark Treadwell, GM, brand and advertising, nbn added: “With the end of the build phase and a transition of our role to focus on continually evolving Australia’s digital backbone, we took the opportunity to embrace a creative step change and reposition the brand as an infrastructure custodian with plenty of flex for innovation. The work our team has done together with BWM isobar and Ariel Martin at Airbag surpassed even my imagination, and I’m looking forward to more in the future.”