Apparently brand collaborations with top music artists is a thing in adland UK. Axe launched its second collab with Martin Garrix this week and now Vodafone has produced its first with Mark Ronson.
The new campaign by Ogilvy UK (as part of Team Red the WPP group that manages Vodafone) is also the first for Vodafone UK’s new Brand & Marketing Director, Maria Koutsoudakis, and marks the end of the run for long-time Vodafone frontman, Martin Freeman.
Be Unlimited promotes Vodafone as the first network to offer customers unlimited data on 5G and is set to the track, Truth, from Mark Ronson’s new album, Late Night Feelings, featuring Alicia Keys.
The film was directed by Si & Ad from Academy, with fashion by ten young designers from across the country, from schools such as Central Saint Martins, Glasgow School of Art and Winchester School of Art.
The campaign is part of a full revamp by Koutsoudakis, which includes Vodafone’s 400 stories in the UK, loyalty, retail and customer service and tone of voice.
It will also use the latest data-enabled media innovations, such as the first-ever Discover Now sponsorship on Spotify and view on the three-sided Screen X in 12 cinemas across the UK, supported by out of home advertising that includes station dominations and Piccadilly Circus Lights as well as special builds to endure maximum coverage for the campaign.
The media part of Team Red, Wavemaker, is currently pitching to hold onto the Vodafone business after Koutsoudakis called a review in April.
Creative Agency: Ogilvy UK, Part Of WPP Team Red
Executive Creative Director: Jules Chalkley
Creatives: Adam Claridge & Adam Ronan
Head of Advertising: Jon Tapper
Business Director: Dani O’Donnell
Agency Producer: Kim Parrett
Design: Richard Holt
Planner: Chris Toumazis
Account Director: Georgia Roca
Head of Strategy: Gen Kobayashi
Production Company: Academy Films
Director: Si & Ad
Co-Producer: Tom Cartwright
Editor: Ryan Beck @ Final Cut
Styling: Holly Rebecca
Set Designs: Alexander Vivet
Choreography: Holly Blakey
Post Production Company: MPC
Colourist: Jean Clement Soret
Post Producer: Phil Whalley
VFX: Alex Snookes
Music Supervision: Soho Music
Sound: Jonny Platt @ Wave