PROBLEM

Vodafone wanted to be seen as a brand that connected people - yet were crucially aware of the recent backlash toward excessive phone use. They wanted to make a statement on usage that would be seen as credible and meaningful, without coming off as schizophrenic.

SOLUTION

We came up with ‘ScreenFree for Father’s Day’, a call for dads to put down their mobiles on June 16th and make sure the time they spend with their children is of real quality. We teamed up with several daddy influencers to get the word out, letting them share their reasons for being involved before sharing a graphic on Father’s Day effectively announcing that their socials were closed for the next 24 hours. 

Our biggest achievement was getting Scottish comedian Limmy to vocally condemn the whole thing - we’ve never felt closer to ‘making it’ than at that moment.