BRIEF:Our brief was to create a memorable brand ad in cinemas to remind movie-goers to switch their phones to silent.

We also aimed to differentiate the Optus brand from the other telcos by presenting a more ‘human’ and memorable approach to this public service message.CREATIVE SOLUTION: As animals are an iconic element of the Optus brand, we evoked the king of the jungle to bring this story to life. Our idea was simply to express that there are some places a mobile just doesn't belong - the cinema and savannah included.