Optus, the second largest telecommunications company in Australia, has a long association with nature so M&C Saatchi, Sydney set about exploring communication between humans and animals, specifically Humpback whales.
Whale song is a form of communication, says Ben Welsh, executive creative director, M&C Saatchi Sydney. Its a form of communication that the scientists at The University of Queensland have been able to decipher and learn. I was intrigued by this fact and so we asked ourselves whether it would be possible to emulate a male humpback: to write our own love song and then play it, using the instruments of an orchestra? Could we serenade a humpback ourselves? Then imagine what could happened if the whales were to hear our song. We thought that would prove that when it comes to communication, anything is possible.