Felix Mobile, an Australian mobile provider known for its sustainable and affordable services, has launched a new brand platform featuring a tree puppet named Felix.

Felix is used to highlight the brand's commitment to sustainability and analyse the ways humans use their phones.

Head of Felix Mobile, Kelly Beater, said: "With our new brand platform ‘not all talk’, Felix is bringing to life its mission to make mobile use cheaper, simpler and easier, and at the same time helping do some good for the environment."

The campaign was created in partnership with creative shop Thinkerbell and media agency, Starcom Australia, and will be brought to life across various touchpoints including Out-Of-Home (OOH), online, Video On Demand (VOD), social media, and Felix owned assets.

Head Creative Tinker at Thinkerbell, Craig Merrett, said: "It’s incredibly hard to find an Aussie telco that has a unique point of difference and isn’t only saying it’s doing good, but actually is. With the brand planting a new tree once a month for every new and existing customer, we took this brand truth to create a loveable new character that we’ll continue to harness going forward."

Client Service Director at Starcom, Drew Groves, said: "The proposition Felix brings to the market is hugely exciting, combining a refreshingly simple product with an authentic brand purpose. Our strategic approach to media centres around putting our new friendly ‘Spokes-tree’ in contexts and environments that drive distinction for the brand amongst a cluttered category, whilst ensuring we ‘walk the walk’ when it comes to the brand’s care for the world around us."