T-Mobile ad breaks during Celebrity Big Brother

By Hadassah Nymark, campaignlive.co.uk, Monday, 19 January 2009 03:20PM

LONDON - Saatchi & Saatchi's TV creative for T-Mobile's "Life's for Sharing" campaign was launched at the weekend.

Commuters at Liverpool Street Station were treated to some entertainment on Friday morning, as 350 dancers launched into a spontaneous routine to launch T-Mobile’s new campaign.

The ad, which was turned around within hours, broke on Friday night's Celebrity Big Brother.

Saatchi & Saatchi creative partner Kate Stanners, said: "Across the whole campaign we’ve looked for ways to really engage with people through the notion of Life’s for Sharing.

"We hope that Dance will connect with people in a bold and dynamic way, inspiring them to create and share their own memorable moments.

Ten hidden cameras planted in the central London station filmed the sequence, as first one and then hundreds of dancers, disguised as members of the public, danced along to music being pumped through the station’s loudspeakers.

Paul Silburn, creative partner at Saatchi & Saatchi, said: "The idea was to create a feeling of spontaneity – an event so memorable that people can’t help but join in and share it."

The performance, in a style reminiscent of ‘flash mob’ events, was choreographed by Ashley Wallen.



To encourage people to create and share magical moments using T-Mobile
Advertising agency
Saatchi & Saatchi
Executive creative directors
Paul Silburn, Kate Stanners
Rick Dodds, Steve Howell
Gareth Ellis
Ed Sayers
Media buying agency
Media planner
Anna Berry
Production company
Michael Gracey
Diesel Schwarze

Post-production company
The Mill
Audio post-production company
750 MPH

This article was first published on campaignlive.co.uk


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs