Client: T-Mobile
Campaigns: Out (2004-2005), AND (2006)
Agency: Publicis West
Creatives: Alan Yamamoto - copywriter / Leigh Brooks - art director (Out), Jordan Dontos - copywriter / Steve Andrews - art director (AND)
The challenge from T-Mobile's CEO: Get business professionals to understand smartphones can get them out of the office, without being "the ---hole at his kid's soccer game" who's on his phone the whole time.
In other words, don't be this guy. (Sorry, Ben).
Instead, be out of the office to enjoy life, BECAUSE you have a smartphone that gives you the freedom to do so.
NATIONAL PRINT - "Out"
The agency put a lot of concepts together before landing on something rather simple and elegant in form and function. The campaign ran as 2-page spreads in national magazines, the Wall Street Journal and the New York Times.
NATIONAL PRINT - "AND"
In 2006, T-Mobile launched 2 smartphones from upstart HTC. To introduce them to our audience, we developed a series of print executions that highlighted the fact that, with this new technology, you could take care of work AND life.
Casting for this first shoot in LA was interesting, to say the least. "OK, we need a couple hundred kids for a mosh pit. Bring energy."
