T-MOBILE: The Girl in The Pink Dress

We created T-Mobile's Carly campaign about 6 months before it was announced that AT&T was acquiring T-Mobile. The brief from the then CEO of T-Mobile (Robert Dotson) was that he wanted to take on Apple's iPhone, which was exclusively sold by AT&T. I vividly remember his brief to us: "I don't want to dip my finger in their dish. I want to jump right in and, if the advertising doesn't get us sued, you guys haven't done your job." 

Our challenge was that the iPhone was much loved and, to attack them, was likely to be counter productive. Instead, we attacked the network that the iPhone ran on with a parody of the "I'm a Mac" campaign. We did get sued, so we met Robert's brief, but we also created a great promotional vehicle for T-Mobile that gave the brand and T-Mobile employees a bit of swagger during the uncertainty of the AT&T merger. 

After the AT&T merger fell apart, we had to get customers to radically reappraise the brand. Customers thought that T-Mobile were going to go away, so we needed to present a fresh face. Enter "No more Mr Nice Girl"..............