felix launched Australia's eco telco with meditative ads and a tree a month

felix, a new Australian mobile brand built with Vodafone and TPG Telecom, needed a first campaign to explain its social and environmental mission.

Paper Moose created the whole campaign in-house, from strategy, branding and creative through to edit and grading, following a teaser about mobile's roughly one million tonnes of annual carbon emissions. ECD Nick Hunter: "These meditative, soothing ads aren't typical of the mobile industry."

No results given. The campaign launched the brand with its mission intact: 100% renewable electricity, certified carbon neutral, and one tree planted a month per active customer, working toward one million trees.

On February 3, 2021, Australia's new eco mobile brand felix launched its first campaign, 'The plan with a bigger plan', through hybrid creative-production agency Paper Moose, which ECD Nick Hunter said had built the brand "closely, from the ground up, with Vodafone and TPG Telecom since its inception over a year ago." The product story was the point: the first mobile plan powered by 100% renewable electricity, certified carbon neutral, and planting a tree a month for every active customer, with further projects under way but yet to be announced.

"These meditative, soothing ads aren't typical of the mobile industry," Hunter said. "They reflect felix's different take, balancing customer benefits with eco benefits, providing consumers the relief of switching to a plan that proactively does good – like working to plant one million trees." The campaign followed a teaser about how Aussie mobile plans contribute nearly one million tonnes of carbon emissions every year. felix's Paul Tierney added that 2020 trends showed people wanting greater connection both with each other and with the natural world.

The entire campaign was created in-house by Paper Moose, from strategy, branding and creative through to edit and grading, with Harrison Woodhead directing. Campaign Brief's commenters were lukewarm — "the longer film is a bit self-indulgent but the 30s hit the spot"; "Interesting brand proposition. Dull execution with zero strategy."

A new telco brand needed to differentiate fast, and every incumbent advert shouts — calm, meditative films made felix instantly unlike the category.

The product's substance is environmental (renewable power, carbon neutrality, monthly trees), so the tone had to embody the promise rather than just claim it.

The teaser primed the market with an uncomfortable fact: Aussie mobile plans emit nearly a million tonnes of carbon a year.

Paper Moose had built the brand from inception, letting strategy, branding and production stay in one house.

In a category that shouts, calm is the disruption: a launch film's tone can carry the positioning — here, serenity itself signals the eco promise better than any green claim.

felix kept expanding its mission, with further environmental projects under way but unannounced at launch, per the agency. No campaign results were reported.