Carphone Warehouse’s first campaign for its 4G network, iD, has taken on a different approach to make viewers aware of what the network stands for. The network was launched last year and London agency CHI & Partners has created a series of four films for the campaign Do Your Own Thing, which launched yesterday.
The films feature members of the Fletcher Street Urban Riding Club, a community in Philadelphia who traverse the city on horseback. The films see several members talk about how the club has kept them out of trouble by offering a distraction from the crime that surrounds them in Philadelphia’s “Badlands.”
The Urban Riding Club has already had a film created about them by Martha Camarillo back in 2005 so while their story isn’t new, it’s interesting to see a phone network’s storytelling focus on real people and experiences to advertise itself, rather than the surreal and offbeat mobile ads of late. The campaign is said to be aimed at a “core audience of millennials” and has been launched on Facebook.
The Do Your Own Thing campaign will continue with a series of films about British Muslim hip-hop duo, Poetic Pilgrimmage.
- Meji Alabi on discovering his roots through film and music
- Stoic black cats and burning worlds: Quentin Dufour on his chaotic illustrations
- Jiří Makovec’s photographs meander between the personal and the universal
- In photographing the American west, Andong Zheng uncovers hidden traces of Chinese history
- Meet Universal Thirst, the Bangalore and Reykjavik-based foundry offering a dual perspective on type
- Manchester Girls, the new series from Dean Davies, is a visual homage to the women of the north
- Facebook rebrands to distinguish the company from the app
- Jack Kenyon photographs the wondrous spectacle of the Supreme Cat Show
- &Walsh designs Zooba's identity inspired by the busy streets of Cairo
- A book chronicling tiny, bizarre treasures curated by Wes Anderson and Juman Malouf
- Find hidden squares and experimental inktraps in Fatih Hardal's FH Giselle
- Pentagram’s Giorgia Lupi on her data-driven designs for & Other Stories