Optus penguins to rock Rihanna’s Last Girl on Earth Tour in February/March, starting tonight


Rhianna_Lock_SML-web.jpgFollowing on from last year’s success with rock star P!nk, M&C Saatchi, Sydney will launch a campaign for Optus tonight (17 August) that features the intrepid pre-paid penguins going inter-galactic to beam up Rihanna.

The campaign, the latest iteration of Optus pre-paid mobile “Live Life Without Limits”, has the Optus penguins stepping up their mode of transport from previous campaigns – a Cadillac and a Hummer – to pilot a spaceship.

The TVC features our amphibious space travelers beaming up Rihanna to their craft while the multi Grammy Award winning artist is midway through her hit “rockstar 101”, during a live concert.


As the Barbados born beauty floats in suspended animation aboard theship the song kicks back in. Viewers are then told they merely have torecharge with Optus pre-paid between 15 August and 15 September 2010for a chance to win one of 500 double passes to see her live in concertduring her ‘Last Girl on Earth’ tour, coming to Australia next Februaryand March 2011. The prize is an extension of the ‘Recharge and AlwaysWin’ offer from Optus pre-paid.

Screen shot 2010-08-17 at 7.11.20 PM.pngDavid Gaddie, an Australian director now based in New York, shot theTVC in Los Angeles with post production done in Sydney by Post Modern.The shoot required Rihanna to be suspended above ground via a series ofwires for four hours.

The campaign will be rolled out via TV, print, radio and digital executions.

Says Optus consumer marketing director Austin R. Bryan: “Aligning theOptus brand with Rihanna is sure to be a big hit with our customers,especially those in the pre-paid mobile market. As one of the biggest acts on the planet right now, Rihanna has that’out of this world’ quality that was a perfect fit for this campaign.She really demonstrates what living life without limits is all about. Yhis is a fantastic execution.”

M&C Saatchi executive creative director Ben Welsh said the campaignwas “hugely ambitious given timings, and the budget wasn’t as big asthe end result would suggest. We’re over the moon.”

Client: Optus

Client Lead: Nicholas Martens, Marketing Manager, Optus

Creative: M&C Saatchi, Sydney

ECD: Ben Welsh

Art Director: Jason Woelfl

Digital Creative Director: Josh Rowe

Digital Design: Fuji Staplehurst; Nathaniel Jones; Benji Chen; Penn Li; Punya Huxter

Group account director: Nick Russo

Account Director: Tara Goh

Account Manager: Courtney Reynolds

Planner: Colin Jowell

TV Production: Rod James/Loren August

Producer: Sharon Ireland

Director: David Gaddie

Production Company: The Colony

Post Production: Post Modern

Media: MPG