"We needed to create something that communicated the scale of this change."
Vodafone, on January 31, has officially doubled its network coverage around Australia, boosting its mobile reach to more than 1,000,000 square kilometres of coverage to bring competition and choice back to the bush.
This moment has inspired the new creative work developed with Thinkerbell. The work playfully depicts the moment Vodafone’s double coverage is activated.
The audience is taken on a journey to different locations around the country where they observe the moment Vodafone’s broader coverage network comes into effect.
Thinkerbell chief creative tinker Paul Swann said Vodafone activating double coverage is a big deal.
"We needed to create something that communicated the scale of this change - a big red button seemed like a pretty good place to start," Swann said.
"This has been a particularly fun project to apply our measured magic to, and we can’t wait to see it out in the world.”
Vodafone head of brand Lisa Cronin said this campaign celebrates huge news for Australia by offering a playful and imaginative glimpse into the moment our enhanced coverage transforms connectivity for Australians.
"It’s a testament to our commitment to delivering better, more reliable service, no matter where you are in the country," Cronin said.
The spot was produced by Scoundrel and is set to Patrick Hernandez's 1979 disco hit ‘Born to be Alive’.
The campaign will roll out across TV, cinema, online video and will be supported by OOH, radio and social.
Credits:
Agency: Thinkerbell Client: Vodafone Production: Scoundrel
Director: Ariel Martin
Post Production: ARC
Sound: Electric Sheep Music
Media agency: Starcom
