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.
- Best of the Web is here, and so is the weekend!
- Animator Saiman Chow’s trippy idents for Adult Swim’s Rick and Morty
- Friday Mixtape: Legendary record label, 4AD
- Risograph photograph journal, This is the Same Ocean, returns with a sixth issue
- Illustrator Gizem Vural impresses us with attention-grabbing personal work and commissions
- Colophon Foundry re-releases its road-sign inspired typeface, Montefiore, with new specimen
- Jon Burgerman on his utterly brilliant Instagram experiments
- The photos Juergen Teller took while waiting for Rihanna
- Animator and director James Curran’s amusing 30-day Gifathon project in Tokyo
- "Before I was a graphic designer I had nearly no idea what one was": meet Austin Redman
- Meet Berlin-based studio Büro Bum Bum
- Matthew Raw: the east London artist making clay great again