Vodafone set to launch #BigLittleProtest campaign tonight via Cummins&Partners, Sydney
Vodafone, via new agency Cummins&Partners, Sydney, is launching a major brand campaign tonight titled #BigLittleProtest, which will include TV, radio, digital, outdoor and social media.
In the launch spot, which was shot in Brisbane by Brian Aldrich via Finch, instead of big placards, protesters hold up sim cards with slogans such as “End Phone Card Cruelty”, “Let Me Globally Roam Not Groan”, “Prepaid are People Too”. The endline: “Simple Plans. Affordable Roaming. More Data.”
This is the first major campaign created by the Sydney agency’s founding executive creative directors Tom Martin and Julian Schreiber, who returned to Australia in April after over a year in New York.
Cummins and Partners
Executive Creative Directors -Tom Martin & Julian Schreiber
Art Director – Tom Martin, Liam Hillier
Copywriter – Julian Schreiber, Dom McCormack
Digital Creative Director – Kim Bartkowski
Executive Producer – Abby Hunt
Broadcast Producer – Jessica Boyd
Head of Operations – Todd Osbourne
Digital Producer – Paul McGilvery
CEO – Chris Jeffares
Global chief strategy officer – Adam Ferrier
Strategy Director – Lorraine Tabet-Curtis
Group Account Director – Gavin Sommer
Senior Integration Director – Joe Godsell
Senior Integration Manager – Ola Moszumanska
Senior Integration Manager – Rita Diria
Finch
Director – Brian Aldrich
Producer – Kate Merrin
Executive Producer – Corey Esse
DOP – Daniel Ardilley
Casting – Toni Higgenbotham
Post production – The Butchery and Method
Sound – Song Zu
Content Team
Director/Photographer – Giles Clarke
DOP – Stewart Volland
Post – Cutting Edge
Photographer – Sean Izzard
Client – Vodafone
Chief Marketing Officer – Loo Fun Chee
General Manager – Brand and Marketing Communications – Nilanjan Sarkar
Head of Creative and Advertising – Kelli Gale
Senior Campaign Manager – Ali Primmer
Senior Campaign Manager – Lisa Van Ross
Campaign Manager – Blake Power
25 Comments
No, no, no, no, no! Seriously, that is awful.
I can see the strategy is probably a good one, but oh my tits it has been executed poorly.
No Cummins, no.
vB regulars meets nab break up, but this no good
Made me smile, which is more than can be said watching the dull work out of Telstra and Optus.
It’s a strong message from V said in an interesting way. It’s one for the public more than the blog.
Congrats guys. To get something that different through such a hard client is amazing.
You sure know how to deal with tough clients.
By far the best thing to come out of cummins. Well done.
http://www.youtube.com/watch?v=OTWZltMeorY
This is awful. It’s flat, dull and lifeless. There’s nothing to connect with.
I’ve spent many years working on telcos across a few agencies and they are by far the most conservative clients in Australia. Just look at the current Telstra and Optus work. This is charming and actually pretty edgy for a telco. Hopefully the others will be paying attention and lift their game.
We want freedom. Nice work high degree of difficulty. V well played
Tonight I saw a Telstra ad for their phone booth wifi and this. It’s pretty obvious who’s trying to push a telcos in Australia to do good work. Nice work cummins Sydney.
The PR Cummins does for itself is very good. The work it does is not. Eventually people will notice.
I’d like to put this one down to a very tough client.
@James. Can’t tell whether your “By far the best thing to come out of cummins” comment is genuine or damning praise.
If this is what you think though, a more apt description might be “by far the least terrible work to come out of cummins” as, by any standard, this is still terrible.
But perhaps not as terrible as Cummins’ other recent efforts.
I can see why they flew in an American director for this. There’s no one here that could have possibly delivered on this script, is there?
A Local… You’re joking right?
Very nice job from a very good agency
And getting better all the time
#fan
Yes.
Everybody wants an excuse to stick up Optus and Telstra… They are pricks. Optus was a prick to me no more than a few days ago. I’m ripe for conversion.
What we have here are strong messages (execution questionable) that connect with the world view of anybody who own’s a phone… but because Vodafone have such a historically poor record of reliability it makes me think even if they can offer these things, will their network give me coverage to enjoy these things… probably not.
This is bold and brave coming from Vodafone which is exactly what they need to be if they want to take on the others. Nice work.
As a first ad for Vodafone I must applaud Cummins Sydney on doing an interesting and reasonably ballsy ad in a very dull category. Great start. Look forward to seeing what’s next.
If you’ve read this far, this comment is gonna land to be real flat, boring and unfunny because you’ve already seen it from heaps of other people, much like the execution of this ad.
It’s tough to get stuff past a Telco, they’re run by lawyers that hate jokes, smiling and enjoyment, so to get something, anything, past them is an achievement on its own.
Forget the creative, or lack thereof. This ad is lacking an idea because it’s lacking in a message or any compelling payoff. There is zero offer to communicate and therefore zero relevance for the consumer. The sign off is bland and generic, the delivery less so. What are you telling me Vodafone? that you’re a mobile phone company with plans and data? Insert any brand on the end and it works – badly. The better ad is a retail offer as you’ve done zip for your brand, indeed, you’ve done less.
Zero Truth how many times have I told you to hold onto your load and not shout out prematurely. I’m sure all the rational and retail messages are coming – it looks like this is setting up the idea??
So going through the news this morning and true to Zero Truth’s Mum’s word the PR play has kicked in. Great article that rebuts my concerns up higher on the page. Nicely executed PR piece.
Ok Vodafone keep talking, I’m listening. But don’t lie to me or like George Costanza “I’m walking!!!” Just give me a few good reason to get off the shit train called Optus.
http://mobile.news.com.au/technology/gadgets/how-vodafone-came-back-from-vodafail/story-fn6vihic-1227501484522