Optus says ‘put down your phones’ in artsy new cinema campaign from Droga5
For the love of film, put down your phones
It takes a lot to make a movie, as Optus reminds cinema-goers in its new campaign, imploring them to put down their phones and enjoy the experience.
The clever new campaign, which launched into theatres over the Easter long weekend, plays off the familiar trope of the pre-feature cinema ad, which reminds patrons to switch off their phones.
Usually this direction is given out of respect to others in the theatre, but the Optus films take a different tack, breaking the fourth wall to show the care and craft that goes into creating a movie.
This is the first piece of public work for Optus from Droga5 since the agency was appointed as the brand’s lead creative agency in June last year.
An earlier brand campaign designed by Droga5 to win back trust for the telco was set to launch last September, but was shelved at the eleventh hour in the wake of its triple-zero crisis.
The two new Optus spots were directed by Andreas Nilsson from Revolver, and will only be released in cinemas.
CAMPAIGN CREDITS:
Client: Optus
Chief Marketing Officer: Lauren Dawber
Senior Manager, Brand: Vaness Burr
Associate Director, Brand: David Hustwit
Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officer: Barbara Humphries & Damon Stapleton
Principal Director: Kezia Quinn
Creative Directors: Thomas Gledhill & Lennie Galloway
Creatives: Herman Ulberg and James Greig
Head of Strategy: Ben De Castella
Group Business Director: Samar Karim
Senior Business Manager: Indivar Kumar
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Senior Producer: Kaija Wall
Production Company: Revolver
Director: Andreas Nilsson
Managing Director / Co-owner: Michael Richie
Executive Producer / Partner: Pip Smart
Executive Producer / Producer: Caroline Kruck
Director of Photography: Stefan Duscio
Post Production Company: The Editors
Editor: Alexandre de Franceschi
Finish: Soren Dyne
Audio Production & Music Supervision: Sonar Music
Sound Designer: Andy Stewart
Media Agency: Accenture Song Media
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