We needed to challenge the category by acting, looking,and feeling different in order to drive radical reassessment.
Liberating people to live a better mobile life. Unrestrained, unrestricted, and boundless of contracts.
This is, the un-carrier.
CONTENT: TV, Digital, Social, Activation, Retail, Print, OOH, POP
Results: T-Mobile went from 4th to 3rd in their category. The campaign garnered
numerous Effie Awards for effectiveness.
STOP
T-Mobile wanted to create a simple campaign within
the un-carrier that exposed the underbelly of the wireless industry.
So we used a simple but powerful word that would represent
people’s feelings towards the wireless industry and promote change.
