GIFF GAFF

THE BIG SWIM

The mobile network's advertising is built
around the strategy of 'freedom'.
It's a somewhat tired message.

We broke the rules by finding a new
way to talk about being free,
by reminding customers that they
are free to leave the network
whenever they want.

The new direction helped the
brand reach Youtube's Top 5 of 2017,
and compete with the network
giants that outspent them
by seven to one.