Optus, the second largest telecommunications company in Australia, has a long association with nature so M&C Saatchi, Sydney set about exploring communication between humans and animals, specifically Humpback whales.

“Whale song is a form of communication,” says Ben Welsh, executive creative director, M&C Saatchi Sydney.  “It’s a form of communication that the scientists at The University of Queensland have been able to decipher and learn. I was intrigued by this fact and so we asked ourselves whether it would be possible to emulate a male humpback: to write our own love song and then play it, using the instruments of an orchestra? Could we serenade a humpback ourselves? Then imagine what could happened if the whales were to hear our song. We thought that would prove that when it comes to communication, anything is possible.”

Creative Director: Ben Welsh
Copywriters: Ben Welsh and Andy Flemming
Art Director: Paul Carpenter
Agency Producers: Jenny Lee-Archer, Rod James and Loren August
Director: David Denneen
Editor: Sue Schweikert
Music & Sound Design: Bruce Heald - Noise