The £5m activity, shot in Spain, features four 45ft inflatable animals - a canary, dolphin, racoon and panther - each representing a different tariff. Forty customers were chosen by a cryptic text message because their phone usage suggested that they shared similar personality traits to the animals. Those selected were taken to Spain and put into groups with others sharing the same personality, and tasked with building a balloon of their animal. All approached the task in a different way, and this forms the basis of the ad. It will be supported by press and poster advertising.
Creative agency: Mother
Media agency: Initiative.
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