Amaysim’s new ‘Go on, feel amaysim’ brand platform sees Aussies run naked through city streets
Optus-owned telco Amaysim has teamed up with creative agency WhiteGREY and director Gracie Otto to launch a new brand platform called ‘Go on, feel amaysim’.
The campaign aims to showcase Amaysim’s low-cost model amid ongoing cost-of-living pressures, highlighting the “freedom” felt by customers changing from a traditional telco company.
Amaysim’s ‘Go on, feel amaysim’ campaign
Directed by Otto, the campaign video features everyday Australians running while gradually removing their clothes in what Amaysim calls a tongue-in-cheek film, aiming to convey everyday Aussies “feeling the raw freedom” of affordability.
“We’ve been providing excellent value and crazy customer love to over 1.4 million customers Australia-wide for well over a decade, but there are still many more Aussies who don’t know who we are or what our point of difference is,” Amaysim head of brand and communications Jeddah Ryan said.
“Given the current economic climate, it’s the perfect time to showcase the positive feeling our customers get when they ditch their telco for our affordable mobile freedom.
“We are excited to evolve our brand platform to drive the next phase of growth for our business and are sure that the thrill of a quintessentially Aussie nudie-run will capture attention in a noisy market.
“I mean, who doesn’t want to break free from big telco bills and feel Amaysim? The film is bold but 100% authentic to our courageous brand. We’re thrilled to have worked alongside the talented team at whiteGREY and Director Gracie Otto to bring the brand into its next stage of creative evolution.”
WhiteGREY’s remit in the campaign included creative strategy, in consultation with strategy consultant Manifesto, as well as creative ideation, messaging framework and production.
WhiteGREY chief creative officer Chad Mackenzie said: “We love a client who is prepared to go all in on building their reputation as a category disruptor. Amaysim is that brand and they’re certainly going to stand-out in all the right ways.”
“Working with Gracie and the team at Photoplay has been an absolute pleasure. The energy and invitation that comes through the film kicks off the new brand tone so brilliantly and really drives the call to arms around making a break for telco freedom. This is a brand platform that will really set Amaysim apart in the category.”
The campaign will see a multi-format rollout across broadcast, digital and social.
Credits
Amaysim
Head of Amaysim – Renee Garner
Senior Director, Sales & Marketing – Lisa Vitaris
Head of Brand & Communications – Jeddah Ryan
Brand & Campaign Manager – Sheryl Singh
Creative Agency – whiteGREY
Chief Executive Officer – Lee Simpson
Chief Creative Officer – Chad Mackenzie
Executive Creative Director – Joe Hill
Creative Director – Ronojoy Ghosh
Creatives – Kieran Adams, Tom Spicer & Grace Bortolazzo
Strategy Director – Brooke Thompson
Head of Production – Colin Tuohy
Group Account Director – Natalie Robinson
Account Director – Pat de Silva & Jacqueline Gualdi
Brand Consultant – Manifesto
Director – Lorenzo Bresciani
Media – AvenueC
Media Director – Clare Zappia
Business Director – Elena Giannini
Production – Photoplay
Director – Gracie Otto
Executive Producer / Producer – Emma Thompson
Executive Producer – Florence Tourbier
Stills Producer – Ross Colebatch
Photographer – Mark Clinton
DOP – Campbell Brown
Editor – Simon Njoo
Music Supervision & Sound – Squeak E. Clean Studios
Post Production – White Chocolate
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