Today, Optus has unveiled its 5G Network campaign, collaborating with creative studio Bear Meets Eagle on Fire and famed Swedish director Andreas Nilsson of Revolver/Will O’Rourke.
There is a lot of confusion about 5G and what it means today, with much of the conversation focused on the intangible future – holograms and autonomous flying taxis. This presented an opportunity for Optus to be the antidote to the inconceivable, instead choosing to explain to Aussies how 5G works.
Says Melissa Hopkins, head of marketing, Optus: “People don’t want something they don’t understand.
“This is just the start of an ongoing conversation that we will continue to have with Australians as Optus 5G continues to roll out.”
The simple structure of the executions use character groups of five people that begin with the letter “G” – 5Geniuses, 5Grannies, 5Guiarists and 5Game Characters (coming soon), each explaining a different aspect of the new technology in a playful way.
Says Micah Walker, co-founder, BMEOF: “We’re pretty proud of this as our first campaign. It’s fun work on a relatively tricky brief.”
Says Hopkins: “To build on the focus of 5G in the creative construct Optus has made as simple a gesture for launch changing their logo, from OPTUS to OPTU5G for the duration of the campaign.”
Creative Studio: Bear Meets Eagle on Fire
Production Company: Revolver/Will O’Rourke
Director: Andreas Nilsson
Managing Director/ EP: Michael Ritchie
Executive Producer: Pip Smart
Producer: Caroline Kruck
DOP: Stefan Duscio
Production Designer: Michael Iacono
Editor: Peter Sciberras
Edit House: ARC EDIT
Editorial EP: Joseph Perkins
Editorial Producer: Olivia Carolan
Visual Effects and Animation: Alt.vfx
Post Supervisor: Jay Hawkins
Post Producer: Tyrone Estephan
Colour: Ben Eagleton
Sound & Music: Rumble Studios
Photographer: Julian Wolkenstein
Production: Photoplay Photography
Executive Producer: Alison Lydiard
Producer: Ross Colebatch
Retouching: Cream Electric Art