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Optus rolls out first Droga5 campaign with cinema ‘put down your phone’ push

Optus rolls out first Droga5 campaign with cinema ‘put down your phone’ push

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Optus has launched its first campaign with Droga5 ANZ since appointing the agency as its lead creative partner in 2025, using cinema spots to encourage audiences to put down their phones.

The campaign lands as cinema continues to rebound, with Australian admissions reaching 6.3 million over the summer period from 19 December to 11 January, up 12% year-on-year, according to Val Morgan Cinema.

Created by Droga5 ANZ, part of Accenture Song, the campaign plays on the craft of filmmaking, initially presenting as high-production movie scenes before revealing themselves as a reminder to give films full attention.

Two spots, ‘Abe’ and ‘Again’, highlight the effort and persistence behind filmmaking, from actors to crew, positioning the message as a show of respect for those who bring films to life.

The work is currently running in cinemas nationally, where traditional “turn off your phone” messages have long been a staple.

Optus acting chief marketing officer Lauren Dawber, who stepped up the role following Cameron Luby’s departure late last year, said the campaign looks to reframe that message.

“We saw an opportunity to make the age-old ‘Turn off your phone’ announcement something more meaningful,” she said.

“As a cinema-loving nation, these films celebrate the effort, dedication and creative community that bring movies to life - inviting audiences to give great films the attention they deserve.”

Dawber has been serving in the acting role since December, with no confirmation yet on whether the position will be made permanent.

Droga5 ANZ chief creative officer Barbara Humphries said the campaign leans into the obsessive nature of filmmaking.

“Filmmaking is a wonderfully obsessive craft,” she said. “Chasing the perfect moment can involve countless takes and huge dedication from the people behind the camera. We wanted to celebrate that passion and persistence and remind audiences that the best way to respect it is simply to look up and watch.”

The campaign was directed by Andreas Nilsson via Revolver and premiered in cinemas nationwide from 2 April.

The work also lands amid renewed marketing activity across the telco sector. Vodafone has recently returned to its challenger positioning with a new campaign fronted by comedian Ali Wong, signalling a more aggressive push on value and brand.

At the same time, Telstra is undergoing a leadership transition, with Jana Kotatko stepping into a newly created chief marketing officer and retail executive role following the departure of Brent Smart.

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