Optus has launched its fifth film under the ‘It Starts With Yes’ brand platform, reminding Australians that extraordinary opportunities start with YES.
Brought to life by Special New Zealand and production house Revolver the film details how many everyday Australians have extraordinary talents, but at some point, real life takes over and they no longer have the time, drive or belief in themselves to say YES and chase their passion.
This film chronicles the story of a steel worker, played by violinist Eric Avery, whose character also has an incredible talent – he is also an extremely talented violinist who plays Jimmy Barnes’ iconic Australian anthem, Working Class Man while on the work site. The reaction and support he receives from his colleagues, who decide to upload the moment online which then gets shared socially, pushes him to take the next step and pursue his passion of playing the violin.
Optus’ VP of Marketing Mel Hopkins says: “At Optus we hope to have inspired Australians through our advertising with the great things that come from having the optimism and commitment to say ‘yes’.”
“With this campaign, we are excited to announce our partnership with proud Ngiyampaa, Yuin, Bandjalang and Gumbangirr artist, Eric Avery who brought the concept to life through the power of music. We look forward to working with Eric throughout 2022.”
“We’re on a mission to become Australia’s most loved everyday brand, and making work that people love rather than just like is integral to that. We hope that people love the film as much as we do.”
True to the spirit of optimism that underpins the brand ethos, Optus formalised its Employee Networks this year as part of its Diversity, Inclusion and Belonging strategy. These employee networks represent the multifaceted Optus organisation including Culture and Heritage, Women, Ability and Disability, and Veterans and Services, and allies.
Eric Avery will also be performing at the Optus Arena tent at the Annual Sydney Gay & Lesbian Mari Gras festival event Fair Day.
Special New Zealand Executive Creative Director, Lisa Fedyszyn adds: “Many Australians are currently re-evaluating their goals and making major life changes. And this latest instalment of It Starts With Yes reflects that sentiment and aims to inspire more Australians to say yes to positive and ambitious change. We’re thrilled with the outcome and this beautiful modern interpretation of an Australian classic we all grew up with.”
The film launched on Sunday, February 20, with television spots, social content and OOH nationally in both metro and regional areas throughout March.
Credits
Client: Optus
Agency: Special NZ
Production Company: Revolver
Director: Justin Kurzel
Sound / Music: Rumble Studios
Casting: Citizen Jane
Post Production: The Editors
Post Production: Blockhead VFX
Photography: The Kitchen Creative Group
Retouching: Cream Electric Art
