In the first campaign with new creative partner 72andSunny Sydney, Optus encourages Australians to ‘Get Splashy’.
The ‘Get Splashy’ campaign plays into Swimming Australia and Optus’ strong belief that swimming is more than a sport to Australians, but rather ingrained in their upbringing and is a way of life.
“As a principal partner of Swimming Australia, Optus is a big believer that as Aussies, we’re at our best when we’re in the water,” said Melissa Hopkins, director of marketing and communications, Optus. “All over the country we need to get back into the water, not necessarily to race, but to splash around and have fun.”
The campaign hopes to inspire younger generations to swim and not lose sight of their enjoyment for the sport.
“Swimming is for everyone. From little kids to the elderly and everyone in between,” said John Betrand AO, President Swimming Australia and iconic Australian sportsman. “Optus and Swimming Australia are committed to more Australians having fun in the water.”
As part of the campaign, a first of its kind activation at the Commonwealth Games has been launched, called “The Splashies.” This light-hearted race will place Aussies against celebrities in a way that everyone’s familiar with – lying face down on an inflatable lilo. Proving that swimming isn’t just done by elite athletes, “The Splashies” encourages participation from all, as this is a race any Aussie can compete in.
Screened live on Channel Seven, competitors in “The Splashies” final include: Home and Away actress Ada Nicodemou, former AFL forward Barry Hall, Dual International Rugby Union and Rugby League winger Lote Tuqiri, and Olympic freestyler Melanie Schlanger.
“What really inspired us about this first brief with Optus was the chance to create a cultural statement about the brand, and its role in swimming in this country,” said Johnny Tan, executive creative director, 72andSunny Sydney. “We are over the moon with this first work and we can’t thank the team at Optus and our team at 72andSunny for coming together and kicking this new partnership off in style.”