Optus launches ‘Pride Blooms from Yes’ campaign for Mardi Gras 2026 via Apparent

Sydney, Australia – Optus has unveiled a new brand campaign in partnership with the Sydney Gay and Lesbian Mardi Gras 2026, rolling out a film series and interactive map experience aimed at spotlighting personal journeys within the LGBTQIA+ community.

Developed in collaboration with creative agency Apparent, the campaign titled “Pride blooms from Yes” centres on the idea that pride is built gradually—shaped by everyday affirmations as much as landmark celebrations.

Grounded on the idea that pride “grows from every yes,” the initiative explores the quieter, often unseen moments that precede public expressions of identity and belonging.

“For many in the community, becoming who they truly are happens quietly, over years. Mardi Gras isn’t the beginning. It’s the arrival,” said David Jackson, executive creative director at Apparent. “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.”

As part of the campaign rollout, a video series titled “Blooming With Pride” features members of Optus’s Express Yourself LGBTQIA+ Employee Network. The series documents their individual journeys toward self-discovery and acceptance.

The accompanying “Tour De Pride” interactive series highlights ten locations across Sydney that have played a role in shaping the city’s LGBTQIA+ community. The locations are accessible via the Sydney Gay and Lesbian Mardi Gras app, encouraging users to engage with the city’s cultural landmarks in real time.

Commenting on the initiative, Tom Henessey, brand, network, and sponsorships and events marketing at Optus, said, “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.”