F1 Driver Dan Ricciardo & His Talking Helmet Front Optus Sport ‘Starts With A Yes’ Contest

Australian telecoms and broadcasting giant Optus launched a December 2020 campaign promoting its sports channels fronted by endorser and Aussie Formula One driver Daniel Ricciardo and his ‘talking’ helmet.


Promoting the brand under the guise of its new ‘Chief of Optimism’, Ricciardo stars in a contest-led campaign which offered customers the chance to win his signed 2020 F1 helmet.


The promotion asked consumers to share their own ‘It Starts With Yes’ stories with the brand via the initiative’s digital hub (at https://www.optus.com.au/windanshelmet) in order to be in with a chance of winning the helmet.


Entries were invited ranging from ‘when you raced your first go-kart, bought your first dog or started a new side-hustle – anytime you’ve said ‘yes’ and it’s led to a great moment in your life.


The campaign, which was developed by Special Group, Anattic and M&C Saatchi, was spearheaded by a hero spot



Optus’ Managing Director of Marketing and Revenue Matt Williams commented: “Daniel is a world-class, globally renowned go-getter who understands the importance of unrelenting high-performance, innovation through technology, testing and learning and communication and teamwork. It’s his appreciation of precision, accountability and flawless execution that we will tap into to engage and energise our amazing people and customers.”


The campaign was created for Optus by creative agency Special Group where the team included Art Director Lucy Sanderson, Strategist Jen Coleman, Creative Directors Lisa Fedyszyn and Jonathan McMahon.


The production company was Anattic Ltd with Director Matt Page, DOP James Copson and Camera Trainee Lemar Maynard.


Production services were handled by M&C Saatchi London where the group included Producer Saabeah Aforoaddo, Assistant Producer Amara Rossell, 1st AD Kashman Harris, Runner Naomi Grant, with post and VFX handled by Special Group NZ, sound by Sound Catchers, lighting by Living Lites and the photographer was Ian Walton.





It was back in September that Australian Formula 1 driver, Daniel Ricciardo signed a two-year partnership with Optus and saw him begin working with the brand on external marketing and internal communications projects.


According to Ricciardo, the partnership was “not just about slapping a logo on me and smiling in front of a camera. The main difference is, I’m actually involved, I’ve attended meetings, sat on conference calls and spoken to their CEO several times. There’s some real genuine involvement.


The partnership kicked off with Ricciardo wearing the Optus ‘Yes’ brand logo on his helmet for the remainder of the 2020 season and into the 2021 and 2022 seasons.


“All the projects will be centred around positivity, optimism and creating a workplace where we’re involving the staff to engage in activities and to create a team building environment where everyone is helping each other and feeling good about what they do,” Ricciardo added. “We also want to be able to share our experiences with customers to make them feel like they are a part of something fun.”


The Ricciardo followed the earlier introduction of Optus’ new brand positioning – ‘It Starts With Yes’ – which aims to communicate a sense of positivity and optimism to consumers.






Optus Sport



M&C Saatchi



Special Group



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