Optus are carving a new path to become the most innovative and exciting multimedia entertainment company in Australia. To achieve this ambition they need smart individuals with rare perceptive skills to help navigate their company into the future. Briefed to develop a recruitment campaign attracting data analysts, our solution was based on the insight that it’s the mindset rather than the skill set that makes a good analyst. The right attitude and ambition is more important than skill. We illustrated different profiles and listed unexpected interests that spoke to the individuals.