Background: As a challenger brand, in 2014 T-Mobile needed a reboot. Their work, offers and brand was getting muddled with others like AT&T, Sprint and Verizon. And by this time, while their network was just good if not better than the big three, T-Mobile still carried the stigma from when it was "the kid's" inferior network.
They needed a distinctive look and approach to make their brand stand out and gain credibility. Because the wireless industry is full of ever-changing offers, part of the challenge was designing
a campaign that could be adaptable, quick to produce and ensure the offers were loud and clear. We re-branded T-Mobile as the "Un-Carrier" with this work.
Creative: We started by putting the offer front and center, then added some needed emotion by pairing it with rebellious imagery, fun graphics and catchy music. It proved to separate them
from the other carriers by surpassing Sprint and adding more than 25 million new customers since its launch.
TV AND DIGITAL AD EXAMPLES
OUT OF HOME AND PRINT EXAMPLES
Background: T–Mobile needed a campaign for a prepaid, no-contract sub-brand to compete with Metro PCS and other prepaid brands. A key insight was knowing that this target (mostly cynical and college age) had been burned before by no-contract plans that hid costs and charged roaming fees despite their claims to have flat rate fees.
Creative: We chose to be straightforward and just tell it like it is – with some charm and irreverence that differentiated its look and tone from more corporate competitors.
T-MOBILE – PREPAID
POINT OF SALE POSTER AND PRINT AD EXAMPLES
T-MOBILE – TELEVISION
Before the Un-Carrier campaign, I creative directed other sales-driving work. Here are a few examples.