felix mobile
Brand + launch campaign
A new mobile service with a sense of service
Landscape
As we move towards a carbon neutral society, Vodafone wanted to launch a new sub-brand, offering great prices with eco benefits, but didn’t want it too closely tied to Vodafone.
As their new creative agency, we had already defined business foundations (vision and mission), brand tone of voice and guidelines, new product messaging and a teaser campaign.
Brief
Create a new brand platform and major campaign to launch the felix to consumers.
Solution
Introducing “The plan with a bigger plan”.
A great value mobile plan that’s aiming higher — 100 %carbon neutral and plants a tree a month for every customer.
The campaign took a 50/50 approach to mobile value and eco credentials.
TV & CINEMA
With the campaign launching mid-pandemic, our ads conveyed the delight of escaping to nature, as well exploring the magnificence of trees (they plant a tree a month for every customer).
And instead of the gloomy talk of carbon emissions (our audience had apocalypse fatigue), we delivered a sense of relief, knowing the product is carbon neutral and powered by renewables.
Our 60” cinema spot took a big risk in the usually shouty telco space, drawing attention with peace and quiet, in contrast to mostly loud mobile ads.
Agency: Paper Moose
ECD: Nick Hunter
Creative Director / Copywriter: Kate Holdsworth
Head of Design: Reese Geronimo
Designers: Georgia Shillington, Divya Abe
Creatives: Katie McIntyre, Jazz Twemlow
Head of Strategy: Eddie Bennett
Account Director: Carl Tindall
Senior Account Manager: Lauren Hurst
Project Director: Rob Hughes
Production: Paper Moose
Producer: Nicole Hofstadter
Line Producer: Catherine Clark
Director: Harrison Woodhead
DOP: Christopher Miles
Production Design & Wardrobe: Maria Papandrea
Stills & Additional Photography: Nino Tamburri
Editor: Oliver Trauth-Goik
Sound Design & Mix: Matt Perrott, Weronika Raźna
Grade: Yanni Kronenberg
Animation: Pete Foley