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.

Credits

Project
Dance
Client

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

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

This article was first published on campaignlive.co.uk

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