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.
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