Optus wanted its Samsung Galaxy S26 launch to move past specs and phone deals. Customers were after a device that makes life easier, brings genuine AI innovation and offers real value. The campaign had to reframe the upgrade into the smart call.
BRX created the 'Smart Cookie', a character with an oversized custom-built cookie head, shot on location. The film showcased the Samsung Galaxy S26 and Android features like Circle to Search with Google. The campaign ran across BVOD and social under the line 'Make the smart move' and put Optus ahead as the go-to for premium technology and value.
A character you can’t scroll past.
Built by hand. Captured in-camera. Made to stand out.
