Grey London recently unveiled its first work for Vodafone UK since the business was consolidated into the agency back in February. The shop was appointed to the Vodafone UK roster back in March 2014, but was named lead creative agency in February this year after a close pitch against RKCR/Y&R. The agency has also worked with Vodafone Ireland since 2011 and Vodafone Global since 2013, which undoubtedly helped them net the lead business. The upbeat “Let's Go” campaign in an integrated affair that kicked off over the weekend, and aims to raise awareness of Vodafone's 4G offering with an energetic new tone for the brand. The campaign comprises TV, cinema, radio, print, OOH/DOOH, digital, social and retail, an is posited by the agency as an “Unapologetic celebration of the ones who get out there and live life more boldly,” and an “Exuberant celebration of life, mobility and possibility, all empowered by Vodafone 4G.”
Grey London recently unveiled its first work for Vodafone UK since the business was consolidated into the agency back in February
The campaign is centred around a 60-second TV spot narrated by Parklife narrator and Quadrophenia star Phil Daniels and soundtracked by upbeat rap music from Snoop Dogg and DMX. The spot, which features the brand's poetic new tagline “Life life like you stole it,” was directed by the French duo We Are From LA, who were also behind the ubiquitous Pharrell Williams video for “Happy” and the accompanying, ground-breaking “24 Hours of Happy” project. The campaign features a colourful and eclectic cast of more than 40 characters who will continue to feature in future campaigns, and it also establishes a tone of voice and creative strategy that will be used in all creative work moving forward.
Vodafone 4G – Let's Go!
Vicki Maguire, deputy ECD at Grey London, said; “Let’s Go! is about doing more of the stuff you love – for when it comes down to it, what more is a mobile network than something that facilitates that? We wanted to inject some real-world gusto into the brand; to portray something upbeat, genuine and full of life in an industry that has been guilty in the past of being quite fluffy.”
The campaign is centred around a 60-second TV spot narrated by Parklife narrator and Quadrophenia star Phil Daniels
Daryl Fielding, Brand Director at Vodafone UK, added; “People are living increasingly busy lives and are now more dependent than ever on their mobiles to keep them connected. 4G has opened up newer, faster, better ways for people to do the things they love, and we wanted to champion that freedom – the freedom people feel to do more, share more and enjoy life more. This approach – of shamelessly celebrating life’s doers – is a great creative platform for Vodafone to build on going forward.”