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Phones 4u has launched a multimedia campaign as it aims to establish itself as the first port of call for smartphone-users seeking an upgrade. Adam & Eve/DDB created the work, which includes TV, print, outdoor and social media elements. In the TV spots, a Phones 4u employee tells an unlucky lover that they have been dumped by their significant other, before introducing them to a better-looking partner. The ads are supported by the brand’s biggest-ever social media campaign, which encourages people to challenge the Phones 4u team to upgrade all manner of things for them. The work was created by Sigrid Egedal, Oli Rimoldi, Rory Hall and Steph Ellis. It was directed by Traktor.