Optus Sport recruits quirky Australian soccer fans for ‘Because Football’ campaign

Optus Sport has told the stories of unique Australian soccer fans in one of the first major campaigns created by Optus’ in-house creative agency, Yes Agency.

The ‘Because Football’ campaign aims to celebrate what it means to be a fan of the premier league and features 20 fans, who support 20 different teams and tell 20 different stories.

Because Football is a documentary project with each video going for two minutes, however, the campaign also consists of a 30 second television campaign.

The television campaign features short snippets from the documentary and includes different fans talking about why they love football.

“Football is not a matter of life and death, I assure you, it is more than that,” one soccer fan says.

The ad was created in partnership with UM, Yes Agency and Mundial.

Optus rolled out Yes Agency in November last year, while in March the agency overhauled its agency roster adding 72andSunny as a full time agency partner.

Melissa Hopkins, director of marketing at Optus, said in a statement: ““Australian Premier League fans are some of the most passionate and dedicated in the world and we felt it was about time they were genuinely celebrated.

“The opportunity to collaborate with Mundial, who are widely celebrated in the football world for their deep-rooted passion, understanding of fan culture and strong point of view, was pretty much a dream come true for most of the team.”

One of the documentary videos spotlights Mary, an elderly woman who is an avid Arsenal supporter.

The video shows Mary’s house covered in Arsenal merchandise and features her talking about her first tattoo, an Arsenal one.

James Bird, associate editor at Mundial, added: “Nans are often seen as cute, cuddly, and old. Mary is definitely all of those things, but she’s also the most hardcore of hardcore Arsenal fans.”

The campaign will be rolled out across print, TV, online and out-of-home.


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