Choice is great. Innovation is even greater. But the world of tech and gaming with its explosion of products can be overwhelming. Saatchi & Saatchi is helping EE to position itself as the demystifier. The two films in their campaign highlight the tools, services, expert advice and diverse range of devices available from EE, that make it easier for families to get the most out of their tech.
Will John, executive creative director, Saatchi & Saatchi, commented, “For those that understand it, the world of tech and gaming can be complex. And for those that don’t, it can be impenetrable. All the jargon, options and opinions ramp up the pressure causing chaos and confusion. We wanted to capture that sense of tech turmoil and panic, positioning EE as the trusted guide to help people navigate it all.”
Tech Turmoil follows households after 16:45 as they attempt to upgrade their technology, exploring new TVs, gaming devices, laptops and tablets. Every family has a “chief technology officer” responsible for kitting out the home and in the film. The film shows this person striving for perfection as they face the complexities of selecting the ideal technology – the story take the audiencethrough a crescendo of nerve-straining tension to peace on the EE Tech Store site.
The campaign was planned and bought by GroupM and will run across broadcast video on demand (BVOD), social and digital.
The social work was created by Boomerang and runs across Instagram and TikTok. Content creators, JungleBadger and Gadgetsboy, will show how the EE Tech Store can make shopping easier using EE’s tools, services and exclusive offers available for EE customers.
Panic Mode shows parents stressed and confused as they attempt to find gifts for their children but struggle to get to grips with the different gaming products and jargon. They trawl through websites searching for gaming kit, unable to decipher the difference between a host of gaming products, jargon, characters and motifs. As their frustration reaches a crescendo, harmony is restored as the parents relax while peacefully searching the EE Game Store.
Panic Mode runs across TV, cinema, broadcast video on demand (BVOD), online video (OLV), social, digital audio and podcast. The campaign includes social work by Boomerang running across TikTok and Instagram, with content creator, AmyjoSimpson.
Pete Jeavons, marketing communications director at EE, commented, “We understand how important technology is in our customers’ everyday lives, from work, to gaming and relaxing. We also know that the world of technology is ever-changing and at times trying to choose the right tech can feel like a minefield. With EE, our customers have access to tools, services and expert advice so they can get the most out of their devices.”
Credits:
Client: EE
Advertising Agency: Saatchi & Saatchi
Publicis Groupe UK CCO: Ben Mooge
Executive Creative Director: Will John
Copywriter: Samuel Simmonds
Senior Art Director: George Coyle
Head Of Design: James Crickmore
Senior Designer: Simon Hadassi
Designers: Shona Macleod, Anna Hahto, Dan Bailey
Motion Designer: Aivaras Seduika
Planning Partner: Olivia Stubbings
Planning Director: Will Moore
Senior Social Strategist: Ciaran Mcmanus
Managing Partner: Jonathan Tapper
Business Lead: Eilidh Mcgregor
Account Directors: James Graham, Dyfed Thomas
Account Manager: Lupien Troelstra
Agency Producer AV: Lucy Edwards,
Agency Producer Stills: Nayab Malik
Media Buying Agency: GroupM
Production Company: Love Song
Directors: Daniel Wolfe & Luis Cross
Producer: Peter Knowles
Editor: Rob Daglish At Marsheen
Post-Production Company: Stray
Post Production Producers: Misha Standford-Harris & Beth Phillips
Sound Engineer: Dan Beckwith At Factory
Sound Producer: Beth Massey
Social Agency: Boomerang
Creative Director: Bjorn Conradi
Art Director: William Boehm
Copywriter: Benjamin Rutherford
Business Lead: Emma Hibbitt
Account Director: Joanna Saywood
Producer: Helen Tucker-Lalloo
