No running chicken for Special Group and Optus

The ‘It starts with yes’ platform for Optus by Special Group has been given its second instalment, Chicken Marathon.

Created by Special Group New Zealand for the Australian telco and produced by Finch, the new campaign is titled ‘Chicken Marathon’ and shows the positives that can come from saying yes.

The campaign has a clever narrative which leads us to believe perhaps this chicken run is done out of jest, until the very end. Showing the power, and the trouble, a simple yes brings.

Special Group head of strategy Rory Gallery says this platform is only just getting started.

“We believe the second in the series really starts to demonstrates the potential of ‘It starts with yes’. It can be a long and prosperous idea for Optus.”

Melissa Hopkins, Optus head of marketing said, “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.”

“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.”

Special Group CEO/CCO Tony Bradbourne says;

“It’s great to have the next example of ‘It starts with yes’ out there in the world. This one was a lot of fun and shows that saying yes can lead to unexpected outcomes.”


Client:                                      Optus

Agency:                                   Special Group New Zealand 
CEO/CCO:                               Tony Bradbourne
Managing Partner:                   Michael Redwood
Head of Strategy:                     Rory Gallery
Group Creative Director:          Matt Simpkins
ECD:                                        Lisa Fedyszyn
ECD:                                        Jonathan McMahon

Creative Director:                     Steve McCabe
Creative Director:                     Kim Fraser
Production:                              Sally Lankshear, Emma Cutfield
Group Business Director:         Hugo Parcell
Business Director:                    Nick O’Donnell
Business Manager:                  Hannah Ross

Strategy Director:                     Ed Gunn
Production Company:              FINCH
Director:                                   Christopher Riggert 
Producer:                                 Claire Thompson
Executive Producer:                 Loren Bradley
Editor:                                      Jack Hutchings
DOP:                                       Jeremy Rouse
Colourist:                                 Ben Eagleton
Post Online:                             Black Bird VFX
Sound Design:                         Rumble

Casting:                                   Stevie Ray CGA
Media Agency:                         UM Sydney
Digital Media Agency:              Amobee
Design Agency:                       Re agency

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