Optus has launched “There’s always a way,” a new brand platform created by Droga5 ANZ, part of Accenture Song, highlighting resilience and a can-do spirit.
The launch film, directed by Steve Ayson, tells the story of an Italian Nonna who is thrust into coaching her grandson’s basketball team after the regular coach drops out before a semi-final. Despite having little basketball knowledge and standing barely five feet tall, Nonna Maria uses the Optus network to learn, adapt and find a way.
According to the release, the film marks the beginning of a long-term brand platform that celebrates the positivity and resourcefulness Australians show every day, and the role Optus plays in helping people stay connected to the people, information and support that matter most.
The integrated campaign launches nationally across television, online video, out-of-home, social and audio, supported by a suite of shorter films highlighting Optus’ fast 5G network and human tech support. Accenture Song spearheaded the campaign’s media strategy.
Alongside the new platform, Optus is introducing an evolved visual identity created by Droga5.
“Aussies are famously resourceful, resilient and determined,” said Lauren Dawber, Executive General Manager – Marketing, Optus.
“We’re a nation of doers who find a way forward through life’s twists and turns. ‘There’s always a way’ is our new brand platform celebrating that spirit, using stories full of warmth, humour and heart to showcase the role Optus plays in people’s lives.”
“The best stories aren’t about perfect heroes – they’re about ordinary people rising to extraordinary moments,” said Barbara Humphries, Chief Creative Officer, Droga5 ANZ.
“Our Nonna doesn’t suddenly become an elite basketball coach. She simply refuses to give up. With a little curiosity, a lot of heart and the right tools, she finds a way. That’s a wonderfully human story, and one we think people will recognise.”
“This campaign represents a gold-standard in integrated thinking across the board from the entire agency village and Optus marketing team,” said Sam Geer, Media ANZ Managing Director, Accenture Song.
“It exemplifies the type of work we set out to do together and marks the beginning of an exciting new chapter for Optus – one we couldn’t be prouder of.”
Credits
Client: Optus
Chief Corporate Affairs and Marketing Officer: Felicity Ross
Executive General Manager, Marketing: Lauren Dawber
Director, Brand: David Hustwit
Senior Manager, Brand: Vanessa Burr
Senior Marketing Manager, Brand: Prue Cope
Associate Director, Meda: Sam McGroder
Associate Director, Digital Media: Phil Spurden
Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Co-Chief Creative Officers: Barbara Humphries and Damon Stapleton
Principal Director: Kezia Quinn
Creative Directors: Thomas Gledhill and Lennie Galloway
Creatives: Ewan Harvey and Aicha Wijland
Head of Strategy: Ben De Castella
Group Business Director: Samar Karim
Business Director: Harrison Stone and Jack Asimus
Business Manager: Lily Tootill
Head of Production: Penny Brown
Senior Producer: Elliot Liebermann
Design: Beck Feiner and Kamron Lyons
Media Agency: Accenture Song Media
ANZ Managing Director: Sam Geer
Managing Director, Media Strategy: Chris Colter
Principal Director – Commercial Investment & Operations: Nick Thomas
Group Business Director: Sarah Moore
Production Company: 3&7
Director: Steve Ayson
Executive Producer: Allison Lockwood
Director of Photography: Germain McMicking
Post Production Company: ARC
Editor: Phoebe Taylor
Colourist: Edel Rafferty
Audio & Music Production: Sonar Music
Sound Designer: Tim Bridge
Social Director/Photographer: Will Robertson
