The Works releases phase two of Optus Australian Olympian Anna Meares
Optus has launched stage two of its ‘Relentless’ campaign, this time showcasing the personal journey of Australian Olympian Anna Meares.
‘Hard Yards’, created by Emotive, focuses on the effort and dedication required to get to Olympic level, whereas The Works created the 30-second TVC below.
Meares became an Optus Ambassador in March and the campaign is the second in The Relentless series following its previous effort starring Olympic Gold Medallist Usain Bolt.
The campaign is part of a push by the telco to educate the market on sport and entertainment as an important part of the Optus network.
Meares’ short documentary-style videos are the second part of the branded content series running in the lead up to the Rio Olympic Games.
One of seven female Olympic sprint champions, Meares explains in the video that dedication, hard work in a sport where females do not dominate, and a strong support network have led to her success.
“I’m very fortunate to have incredible people who are positive, motivated, understanding to allow me to move forward freely in chasing my dreams and my goals,” she says.
Following Meares’ appointment as Brand Ambassador in March, Ben White, acting managing director of production and marketing at Optus said: “Anna is a remarkable athlete who has achieved unprecedented success on a global level. She demonstrates time and time again that relentless determination is the defining quality that sets her apart from the rest.”
Optus has a 10-year agreement as the official telecommunications partner of the Australian Olympic Team as well as rights deals with Cricket Australia and the English Premier League.
The second phase will include print, digital and outdoor advertising.
