Optus 'Whale Song'

Multi-award winning music that formed the basis of an integrated campaign.

When M&C Saatchi Sydney Executive Creative Director Ben Welsh asked Noise Creative Director Bruce Heald to help him create a campaign for Optus based on the evocative sounds of Whale Song, no one anticipated the overwhelming consumer response that would follow. The haunting ‘Whale Song’ music was used to communicate Optus’s message of “Anything’s Possible Through Communication,” and formed the basis of the entire campaign with people being able to create their own ‘Whale Song’ at a dedicated microsite. The music swept the boards at awards around the world for its originality and evocative power. ‘It’s rare that we get to work on a campaign from its conception, so this was especially rewarding,’ said Bruce Heald. ‘Usually we work with pictures that have already been shot, but with this project we were involved from the very start as the whole campaign was based around the sound and music.’