These long-form blog articles solved a key issue for the client: an authenticity problem, when trying to break into the realm of entertainment.

Known first and foremost as a telco, preventing the barrage of customer jeers at the mere appearance of Optus trying to look hip was always going to be an uphill battle. However, these were written with the required pop culture expertise and insight, from a place of unrelenting passion for entertainment. It is difficult for consumers to tear shreds off something that makes them laugh, or makes them think.

These were used as content in social media and household engagement eDM campaigns.