Felix Mobile - ‘Not All Talk’ Campaign

Role
Creative Lead

2023
Sydney

Timeline
8 weeks

Channels
ATL, digital, social, web, packaging, campaign

Result
Brand awareness increased +23%, 80% YoY sales growth

Overview

As Felix Mobile matured, we needed a bold new way to show up in market. Our branding was being confused with pet food, we were over-relying on our sustainability story, and we lacked a distinctive voice in a saturated telco category. The ‘Not All Talk’ campaign set out to change that - introducing a fresh tone, a puppet mascot, and a platform that helped us stand out and connect in more human, memorable ways.

The Challenge

Research showed low brand association between “Felix” and telecommunications. Customers weren’t sure what we offered. We also had a confusing DBA (“Felix” vs “Felix Mobile”), which diluted recognition. We needed a clearer, bolder identity that could scale - quickly.

The Approach

Research & Insight

We worked closely with Thinkerbell to review market research and identify how Felix could claim more mental availability. Key insights showed animated characters performed best for recall, emotional connection, and distinctiveness. In a category lacking in visual identity, this gave us a strong direction - humanising our brand through a relatable character that could flex across channels.

Strategy & Concept

The concept needed to go beyond “green” to give our brand a voice - literally. The result was ‘Not All Talk’, a bold, human-centric idea brought to life through a custom puppet mascot. He was cheeky, confident, and unapologetically simple - just like our product. From script tone to costume to gestures, every element was shaped to ensure the mascot could represent us across big ATL and small digital spaces.

Design & Execution

I helped shape and direct the mascot development from a creative and design lens - ensuring it worked seamlessly across web, app, social, and print. I created gesture guides for how the puppet would interact with the environment in video shoots and UI animations. I also designed all campaign rollouts internally: paid assets, app updates, site refreshes, social content, and packaging - making sure everything felt connected and consistent.

Collaboration & Rollout

I partnered closely with our in-house marketing team and our agency Thinkerbell, who brought huge creative energy to the concept and delivery. They led the creative development of the ATL campaign, while I led internal rollout and ensured every digital and brand touchpoint reflected the new tone and character. Together, we brought a high-performing, deeply loved idea to life.

Impact

Brand awareness rose from +23% in under 12 months

YoY sales increased by 80%

The puppet is now one of our most recognised brand assets

Internal response was overwhelmingly positive — the campaign is still referenced as a defining moment for the brand

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