The Problem:
The telco is a category built on confusion with jargon, fine print, and doubt about whether you're on the best deal. As a challenger, Tangerine had a genuinely simpler offer but lacked a brand platform that made that difference instantly clear against the big players (Telstra, Optus, Aussie Broadband).

The Solution:
A new brand platform, Refreshingly Simple, positioning Tangerine as Australia's uncomplicated telco. The idea turned category frustration into one visual metaphor: falling lemons as the unreliable, bamboozling competition, with Tangerine (and mascot Peely) as the bright antidote, landing on "When 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, they were real lemons. Five tonnes of them in fact.

The Result:
Voted WhistleOut's Internet Provider of the Year in 2023 and again in 2024.

Ranked the fastest-growing telco in Australia and Asia-Pacific (2023 FT High-Growth Companies list).

Took Tangerine from zesty orange confusion to confident customer hero — fuelling exponential growth.

Role: Creative Director - Agency: The Royals, Sydney