The story of a steel worker who is also an extremely accomplished violinist.
Optus has launched its latest film under the ‘It Starts with Yes’ brand platform, reminding Australians that extraordinary opportunities start with YES.
Brought to life by Special NZ and Revolver the film details how many everyday Australians have extraordinary talents, but at some point, real life takes over and they no longer have the time, drive, or belief in themselves to say YES and chase their passion.
This film chronicles the story of a steel worker, played by violinist Eric Avery, whose character also has an incredible talent: he is an extremely accomplished violinist. He plays Jimmy Barnes’ iconic Australian anthem, Working Class Man, while on his break from the work site. The reaction and support he receives from his colleagues, whose social upload of the moment goes viral, pushes him to take the next step and pursue his passion of playing the violin.
Optus’ VP of Marketing Mel Hopkins: “We are committed to demonstrating how Australians can seize both small and large opportunities by having the optimism and commitment to say ‘yes’.
“With this campaign, we are excited to announce our partnership with proud Ngiyampaa, Yuin, Bandjalang and Gumbangirr artist, Eric Avery, who brought the concept to life through the power of music. We look forward to working with Eric throughout 2022 and beyond.
“We’re on a mission to become Australia’s most loved everyday brand, making work that we believe is truly reflective of Australia and our broader community. Storytelling is critical to that, and we are proud to bring another dimension of storytelling.”
True to the spirit of optimism that underpins the brand ethos, Optus formalised its Employee Networks this year as part of its Diversity, Inclusion and Belonging strategy. These employee networks represent the multifaceted Optus organisation including Culture and Heritage, Women, Ability and Disability, and Veterans and Services, and allies.
Eric Avery will also be performing at the Optus Arena tent at the Annual Sydney Gay & Lesbian Mari Gras festival event Fair Day.
Special ECD Lisa Fedyszyn: “Many Australians are currently re-evaluating their goals and making major life changes. And this latest instalment of ‘It Starts with Yes’ reflects that sentiment and aims to inspire more Australians to say YES to positive and ambitious change. We’re thrilled with the outcome and this beautiful modern interpretation of an Australian classic we all grew up with.”
The film laucnhed February 20, with television spots, social content, and OOH nationally in both metro and regional areas throughout March.
Credits:
Optus
Agency – Special NZ
Production Company – Revolver
Director – Justin Kurzel
Sound / Music: Rumble Studios
Level Two
Casting: Citizen Jane
Post-Production: The Editors
Post-Production: Blockhead VFX
Photography: The Kitchen Creative Group
Retouching: Cream Electric Art
