TURN OFF YOUR PHONE

Optus and Droga5 ANZ reinvent the cinema ad by disguising it as a film trailer. A campaign breakdown of how “It Takes a Lot to Make a Movie” reframes attention and craft. Optus’ latest campaign, created by Droga5 ANZ and directed by Andreas Nilsson, transforms the traditional “turn off your phone” message into something far more culturally relevant. Instead of asking audiences to respect each other, it asks them to respect the craft of filmmaking itself. By mimicking high-production film trailers before revealing the truth, the campaign creates a powerful misdirection — capturing attention before reframing it. — CREDITS Brand: Optus Agency: Droga5 ANZ (Accenture Song) Director: Andreas Nilsson Production Company: Revolver Chief Creative Officers: Damon Stapleton, Barbara Humphries Creative Directors: Lennie Galloway, Thomas Gledhill Strategy: Ben de Castella CEO: Matt Michael Copywriter: Herman Ulberg Art Director: James Greig Director of Photography: Stefan Duscio Editor: Alexandre de Franceschi Post Production: The Editors Sound: Sonar Music Sound Design: Andy Stewart Production: Senior Producer: Kaija Wall Producer: Caroline Kruck Executive Producer: Pip Smart Managing Director: Michael Richie Account: Group Account Director: Samar Karim Senior Account Manager: Indivar Kumar Media: Accenture Song Media — #advertising #brandstrategy #marketing #creativestrategy #creativity #BestAds