Ellie Cole, Madi de Rozario & Ian Thorpe star in Optus campaign via TBWA

Optus has released an ‘It starts with yes’ campaign featuring Olympian Ian Thorpe, and Paralympians Madi de Rozario and Ellie Cole via TBWA Sydney.

The campaign was launched prior to the backlash surrounding Optus’ sign language activated TikTok filter, which wasn’t created by TBWA.

The 15 second spots feature each athlete telling a story on why they did not give up on their dreams. The spots end with Optus’ brand positioning, ‘It starts with yes’, which was introduced in July 2020.

Mel Hopkins, head of marketing at Optus, said: “For us there is no more literal example of ‘It starts with yes’ than our Australian Olympians and Paralympians. They embody optimism, courage and commitment. At Optus, we love to support those who have the commitment and optimism to say yes. That’s why we’re proud supporters of the Australian Olympic and Paralympic teams. These Games are an opportunity to weave our brand narrative into the fabric of Australian culture and form part of our wider strategy to become Australia’s most loved everyday brand.

“These short 15 second films, connect the meaning of ‘yes’ with iconic moments of optimism which have led to some of Australia’s greatest sporting achievements. We hope we can inspire all Australians with what’s possible when you have the commitment and optimism to say yes.”

Optus added TBWA Sydney to its creative roster of agencies back in August 2019.

Recent work by TBWA Sydney includes campaigns for Australian Avocadoes and Great Northern Brewing Co.


Creative agency: TBWA Sydney
Director – Jasmin Tarasin
Production Company – BOLT
Music – Level Two Music
Media: UM


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