Optus highlights sweat + sacrifice behind films in ‘Put down your phone’ campaign via Droga5
For years, cinema ads have asked audiences to switch off their phones out of respect for the people around them. But what about the people who make the films?
Created by Droga5 ANZ, part of Accenture Song, this marks the agency’s first film campaign for Optus since being appointed the brand’s lead creative agency in 2025. The new Optus campaign explores the unsung struggles of filmmaking – from method-acting to boom operating – all to encourage moviegoers to put down their phones and give the movie their full attention.
The two spots, titled ‘Abe’ and ‘Again’, both trick the viewer into thinking they’re watching an incredible, high-craft new film. But they soon reveal themselves to be a humorous ode to the effort of those behind the camera, or in Abraham Lincoln’s case, behind the actor.
Accenture Song has supported Optus with media strategy for the campaign, which premiered in movie theatres across the country from 2nd April 2026.
Says Lauren Dawber, Acting Chief Marketing Officer, Optus: “We saw an opportunity to make the age-old ‘Turn off your phone’ announcement something more meaningful. As a cinema-loving nation, these films celebrate the effort, dedication and creative community that bring movies to life — inviting audiences to give great films the attention they deserve.”
Says Barbara Humphries, Chief Creative Officer, Droga5 ANZ: “Filmmaking is a wonderfully obsessive craft. Chasing the perfect moment can involve countless takes and huge dedication from the people behind the camera. We wanted to celebrate that passion and persistence and remind audiences that the best way to respect it is simply to look up and watch. After all that effort, it’s the least we can do.”
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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