Tangerine

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Creative Direction
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Post Production
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Marketing
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Design

We turned telco confusion into something refreshingly simple (with a few tonnes of real lemons). It made a challenger brand the one people actually root for.

The telco category is a fog of jargon, fine print and nagging doubt about whether you're actually getting the best deal. As a challenger, Tangerine had a genuinely simpler offer, but no brand platform to make that difference land against the big players (Telstra, Optus, Aussie Broadband).

Front-facing portrait of a model wearing oversized smart sunglasses

Front-facing portrait of a model wearing oversized smart sunglasses

Enter Refreshingly Simple, a brand platform positioning Tangerine as Australia's uncomplicated telco. It turned category frustration into one irresistible visual metaphor: falling lemons as the unreliable, bamboozling competition, and Tangerine (with mascot Peely) as the bright antidote, landing on “When the internet gives you lemons, get Tangerine.” It rolled out as Tangerine's first above-the-line work, anchored by 30-, 15- and 6-second TV, OOH and social. Oh, and yes, those were real lemons. Five tonnes of them, in fact.

Model wearing smart sunglasses while jumping in a studio setting

Model wearing smart sunglasses while jumping in a studio setting

Product shot of EIIIDO smart sunglasses on a neutral background

Product shot of EIIIDO smart sunglasses on a neutral background

Billboard display featuring EIIIDO smart sunglasses in an urban environment

Billboard display featuring EIIIDO smart sunglasses in an urban environment

Voted WhistleOut's Internet Provider of the Year in 2023, and again in 2024. Ranked the fastest-growing telco in Australia and Asia-Pacific on the 2023 FT High-Growth Companies list. Tangerine went from zesty orange confusion to confident customer hero, fuelling exponential growth.