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.
About the Author
Rebecca became staff writer at It’s Nice That in March 2016 before leaving the company at the end of 2017. Before joining the company full time she worked with us on a freelance basis many times, as well as stints at Macmillan Publishers, D&AD, Dazed and frieze.