News

Optus continues ‘It starts with Yes’ positioning with a chicken suit and a half marathon

A bet between friends over the footy has resulted in a man running a half marathon in a chicken suit, all because he said yes.

The new ad from Optus continues its new brand positioning, ‘It starts with Yes’, which launched last month. The campaign considers stories of the great and obscure moments in life which started with Yes.

Optus head of marketing, Melissa Hopkins, said optimism has been the focus of the campaign.

“Optimism is something many of us are drawing on at the moment, which is why we are thrilled to be continuing the momentum with this campaign. Sharing stories that demonstrate an optimistic mindset is not just about believing things will be great but having the courage and commitment to say ‘yes’ you can make great things happen,” she said.

“Most people’s immediate instinct is to say no to things that seem difficult. Through this campaign, we want to celebrate how we as a country, and Optus as a company are geared towards this mindset. Demonstrating how a really small idea can build into something bigger over time, bringing with it a sense of achievement and pride.”

The brand platform was the result of a project pitch which was opened back in January with Special Group New Zealand emerging as its victor. A larger body of marketing assets has been created by Optus’ partner agencies, TBWA Sydney, M&C Saatchi Sport and Entertainment, Emotive, Big Red, the M&C Saatchi-owned Re, and Optus’ internal agency Yes Agency.

The film which kicked off the new positioning explored another great moment that started with Yes, the creation of a toy car race track that spanned an apartment block.

Credits

Client: Optus
Agency: Special Group New Zealand
Production Company: Finch
Director: Christopher Riggert

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.