Celebrating queer history.
Optus is celebrating its fifth year of partnership with the Sydney Gay and Lesbian Mardi Gras 2026 in a campaign via independent creative agency Apparent.
"For many in the community, becoming who they truly are happens quietly, over years. Mardi Gras isn't the beginning,” said Apparent executive creative director, David Jackson.
“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."
It launches with a video series celebrating the personal stories of Optus's own LGBTQIA+ employees, and an interactive guide to the places that shaped Sydney's queer history.
"We've been a Partner of Mardi Gras since 2022 and our commitment to the LGBTQIA+ community goes well beyond the parade,” said Optus brand network and sponsorships and events marketing, Tom Henessey.
“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."
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
