Optus launches major new ‘It Starts With Yes’ brand campaign via Special Group New Zealand


Optus has launched the start of a new brand campaign from Special Group New Zealand, exploring the idea that anything good in life, big or small, starts with saying ‘yes’.


Says Tony Bradbourne, CEO/CCO, Special Group NZ: “The Optus ‘yes’ is one of Australia’s most recognisable brandmarks, second only to the Qantas kangaroo. They’ve been using it for almost 30 years. We wanted to bring a little bit of new meaning to it, by exploring what saying ‘yes’ can lead to. I’m very proud that Special’s working with Optus. They are a great company with great ambition.”

Optus has over 9000 employees and serves more than 6 million customers every day. It’s the first piece of work after Special Group New Zealand was added to the Optus roster in March.

Says Melissa Hopkins, head of marketing, Optus: “The ambition of our new campaign is simple: we want to embody the essence and attitude of what ‘Yes’ represents. As we all know, having the optimism and commitment to say ‘yes’ is the start of new possibilities and real change.

“Since the beginning, optimism has always been the driving force behind what we do on a daily basis at Optus. It all starts with believing in better and then making it happen, which is what we have aimed to achieve with the various campaigns we rolled out during COVID-19 as well as our Donate Your Data initiative; all of which contribute to taking our customers’ experience to new heights.”

“The TVC is part of a larger program of work developed in partnership with a number of our agencies, aimed at clearly defining what ‘yes’ means for our customers, underpinned by clear and compelling reasons to choose us. An approach built from our new corporate strategy, purpose and vision.”

Says Rory Gallery, head of strategy, Special Group: “‘It starts with yes’ is a fantastic platform that will enable us to celebrate an attitude that connects with Australia for years to come.”

The launch film, directed by Christopher Riggert through FINCH, focuses on an apartment of kids all doing their bit to create something great. Something that started with someone saying ‘yes’. It’s the start of a nationwide campaign, featuring a range of stories capturing what it means to have a ‘yes’ mindset will be shared – using film, posters, publishers, broadcasters and social platforms across the country.

Client: Optus
CEO: Kelly Bayer Rosmarin
Managing Director of Marketing & Revenue: Matt Williams
Head of Marketing: Melissa Hopkins
Creative & Communications Strategy Director: Michael Sinclair
Brand Associate Director: Danielle Rapley
Senior Marketing Lead: Alex Ball
Project Director, Yes Agency: Simone Delaney
Brand Manager: Jen Clarke

Agency: Special Group New Zealand 
CEO/CCO: Tony Bradbourne
Managing Partner: Michael Redwood
Head of Strategy: Rory Gallery
Group Creative Director: Matt Simpkins
ECD: Lisa Fedyszyn
ECD: Jonathan McMahon
Production: Sally Lankshear, Emma Cutfield
Group Business Director: Hugo Parcell
Business Director: Nick O’Donnell
Business Manager: Hannah Ross

Production Company: FINCH
Director: Christopher Riggert 
Producer: Claire Thompson
Executive Producer: Loren Bradley

Editor: Jack Hutchings
Colourist: Ben Eagleton
Post Online: Black Bird VFX
Sound Design: Rumble

Casting: Stevie Ray CGA

Media Agency: UM Sydney