Optus has unveiled ‘Pride blooms from Yes’, a new campaign platform marking its fifth year as a partner of the Sydney Gay and Lesbian Mardi Gras, created by independent creative agency Apparent.
The platform centres on the idea that pride is not a single moment, but something that grows over time from quiet acts of self-acceptance to public celebrations of identity.
‘Blooming With Pride’ spotlights employee stories
The campaign launches with Blooming With Pride, a video series featuring four members of Optus’s internal Express Yourself LGBTQIA+ Employee Network.
Each short film sees employees reflect on personal photographs capturing defining “moments of yes” — milestones of courage, connection and joy that shaped their journeys.
David Jackson, executive creative director at Apparent, said the work intentionally focused on what comes before the spectacle of Mardi Gras.
“For many in the community, becoming who they truly are happens quietly, over years. Mardi Gras isn’t the beginning. It’s the arrival. We wanted to capture what comes before that moment, whether that’s someone sharing their story on camera or walking visitors to the places where it all started. That’s not something you can fake.”
‘Tour De Pride’ brings history to the streets
Extending beyond film, Tour De Pride is an interactive guide hosted by Optus Pride Guide Raine Ingmenn that takes festivalgoers through 10 locations central to Sydney’s LGBTQIA+ history.
Stops include Equality Green at Prince Alfred Park, Taylor Square’s Rainbow Crossing, Qtopia Sydney, St Vincent’s Hospital and the Bondi Memorial: Rise.
Image: Apparent
The locations are mapped within the official Sydney Gay and Lesbian Mardi Gras app, allowing users to explore the sites where LGBTQIA+ pride has “lived, fought and flourished”.
Tom Hennessey, brand, network, sponsorships, and events marketing at Optus, said the campaign reflects the brand’s broader inclusion commitment.
“We’ve been a Partner of Mardi Gras since 2022 and our commitment to the LGBTQIA+ community goes well beyond the parade. Optus is proudly a place where our amazing people are supported on their own journeys, and this body of work is a reflection of that.
“We’re proud to elevate LGBTQIA+ voices of both our employees and the broader community, so that we can help push toward a more inclusive Australia. When everyone feels comfortable being their true self, we all thrive.”
Optus will support key festival moments from Fair Day through to the Parade, alongside LGBTQIA+ inclusion initiatives across its national retail network and campuses.
Credits:
Client: Optus
Creative Agency: Apparent
Media Agency: Accenture Song
Production (Blooming with Pride): Daughter Collective
Director (Blooming with Pride): Michael Dole
Production (Tour De Pride): Tribal Apes
Top Image: Apparent