In the midst of the 2021 Covid-19 lockdowns, Optus were gifted access to transit media placements. We saw this as the perfect opportunity to recognise and pay tribute to the essential workers of Sydney.

We created a campaign that gave frontline workers the thanks they deserved, washing the city with a unifying message of hope and support.

We wanted the messages to be warm, real and uplifting. So, we asked Optus staff to think about a friend or family member who is an essential worker, to put themselves in their position, and write it to them. Sharing their admiration for everything they’ve done. And will do.

Once we had our messages, we worked to determine which messages best suited each media placement. The train exteriors needed to consider door openings and windows. While inside the carriage, we worked with a range of different sized placements, matching our messages of support and their varying lengths, to the placement that was their best fit.