Optus Shows “There’s Always a Way” Across Australia With JCDecaux

Optus Turns “There’s Always a Way” Into a Multi-Format OOH Platform

Optus has launched a new campaign titled “There’s Always a Way”, developed with support from Accenture ANZ and extended into public space through the JCDecaux Australia network.

The campaign is built around a simple idea: with a reliable network, the right tools and enough determination, people can find a way through difficult moments.

That thought moves across film, transit media, digital screens and large-format Out-of-Home Advertising, giving Optus a consistent message across everyday journeys.

For brands looking to build the same kind of multi-format visibility, Local OOH can help plan billboards, DOOH, transit advertising and citywide campaigns across major U.S. markets.

The JCDecaux ICON Turns the Campaign Into a Major Brand Moment

The first supplied image shows the campaign on a prominent JCDecaux ICON placement.

The turquoise Optus creative is integrated into a clock-tower-style structure, using the line “There’s always a way” alongside a basketball visual that connects directly to the campaign film.

The format gives the campaign a highly recognizable physical presence and transforms the media structure itself into part of the creative experience.

Explore landmark OOH formats with Local OOH

Large-Format Digital Screens Extend the Message Across the City

The campaign also scales into roadside and building-mounted digital formats.

In the supplied visual, the same turquoise world appears across multiple placements within one streetscape, combining a simple brand line with basketball imagery.

This repetition helps the campaign feel coordinated rather than fragmented, even when audiences encounter it across different screen sizes and environments.

For DOOH Advertising, this type of consistency is especially valuable because the audience may see only one part of the media plan at a time.

Plan multi-format DOOH with Local OOH

Bus Advertising Brings the Story Into Everyday Journeys

Transit media gives the platform another role: it moves the campaign through the city.

The supplied bus execution wraps the rear of the vehicle in Optus turquoise, placing the line “There’s always a way” above the basketball character from the campaign story.

Because the vehicle is constantly moving, the campaign becomes visible across different neighborhoods and traffic environments rather than staying fixed to one location.

Explore transit advertising with Local OOH

Nonna Gives the Network Promise a Human Story

The campaign film follows Nonna, an 80-year-old grandmother who agrees to coach a youth basketball team.

She faces several obvious challenges: a language barrier, a major height difference and limited basketball knowledge.

Instead of treating those limitations as the end of the story, the film uses them to demonstrate the campaign idea.

With communication, persistence and the right tools, Nonna creates a positive dynamic within the team — turning “There’s Always a Way” from a network claim into a human behavior.

The Campaign Uses Connectivity as a Tool Rather Than the Whole Story

One of the strengths of the platform is that technology does not need to dominate every execution.

The supplied creative focuses first on people, determination and problem-solving.

The Optus network sits underneath that idea as the enabling layer, helping the brand communicate usefulness without turning the campaign into a technical product demonstration.

1.5 Million Weekly Impressions Build Repetition Across Daily Movement

According to the supplied campaign information, the media plan generated approximately 1.5 million impressions per week.

The campaign ran across a range of JCDecaux formats and culminated in a major JCDecaux ICON takeover during Grand Final weekend.

That combination of reach, repeated exposure and a high-impact event moment helps the platform operate at both everyday and landmark scale.

Why the Optus “There’s Always a Way” Campaign Works

• The platform is simple. “There’s Always a Way” is flexible enough to work across multiple media formats.
• The film gives the brand promise a human face. Nonna makes the idea easier to understand and remember.
• The visual system is consistent. Turquoise branding and basketball imagery connect the different placements.
• Transit media adds movement. Bus advertising takes the campaign beyond fixed screens.
• The ICON creates a peak moment. A landmark takeover gives the campaign a memorable high-impact execution.

Local OOH: One Platform Can Work Across Screens, Transit and Landmark Media

Optus demonstrates how a single campaign thought can move across Billboard Advertising, Digital Out-of-Home, transit media and landmark formats without losing clarity.

The key is not making every placement identical. Instead, the same idea is adapted to the strengths of each medium.

For brands planning broader urban campaigns, this creates both repetition and variety.

Local OOH can help brands combine DOOH, billboards, bus advertising and other high-impact formats into one coordinated media strategy.

Build Your Next Multi-Format OOH Campaign With Local OOH

Want to turn one strong brand idea into a citywide media presence? Local OOH can help plan and quote your next campaign.

From landmark digital screens to transit advertising, the right mix of formats can keep your message visible throughout the audience’s daily journey.