Optus unveiled a multiplatform campaign for the Australian launch of the iPhone 4 with the tagline "get what you love without limits".

The campaign, created by M&C Saatchi, features a chimpanzee with an abundance of bananas as a symbol of Optus's voice and data packages.

Austin Bryan, director consumer marketing & online at Optus said, “It was really important for us to get the tone and content of messaging around the launch of the much-anticipated iPhone 4 and the Optus plan that supports it just right and this campaign is exactly what we were after".

The campaign ran across print, online and radio in the days surrounding the iPhone 4 release.

Creative agency: M&C Saatchi
Executive creative director: Ben Welsh
Media agency: Mitchell & Partners