Hundreds of brands spend trillions of dollars sponsoring the Olympics. And like all of them Optus wanted to create a plausible link to the athletes in a unique and emotional way. We went back to the basics of what telcos do… connecting people. The campaign captured the moments athletes share the news with their loved ones that they were going to Rio. Scream of joy. Floods of tears. Sighs of relief. Cracking ads.
For out of home the reins were handed to the athlete’s support network. Their mums, dads, brothers, sisters, grans, best friends were given the opportunity to write messages of support. The athletes were in Rio at the time but they weren’t really for them now were they?
