72andSunny unveils first work for Optus, with ‘cultural statement’ urging Aussies to ‘Get splashy’

72andSunny has launched its first work for Optus since being appointed to the roster in March, encouraging Australians to ‘Get Splashy’.

The campaign aims to position swimming as more than a sport and as a place where Australian’s are most comfortable to promote the telco’s partnership with Swimming Australia.

The work features children and adults playing in water against a soundtrack of ‘Ooh Wee’ by Mark Ronson.

Melissa Hopkins, director of marketing and communications at Optus, said in a press release: “All over the country we need to get back into the water, not necessarily to race, but to splash around and have fun.”

Johnny Tan, ECD at 72andSunny, added: “What really inspired us about this first brief with Optus was the chance to create a cultural statement about the brand, and its role in swimming in this country.

The campaignalso includes an activation for the Commonwealth Games called ‘The Splashies’ featuring celebrities in lilo races against everyday Australians.

Participants in The Splashies include Home and Away actress Ada Nicodemou, former AFL player Barry Hall, Rugby Union and Rugby League player Lote Tuqiri, and Olympic swimmer Melanie Schlanger.

Optus reviewed its creative roster last month, adding 72andSunny and dropping The Works and M&C Saatchi from its full-time roster.

Last year, the telco also introduced its own in-house creative agency ‘Yes Agency’.

72andSunny – once of the best known creative agencies ion the US – launched in Australia in March last year, releasing its first brand work in Australia for online marketplace eBay in September.


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