Created by JWT, the campaign shows how customers can create a price plan to suit them, not one that is part of a set package.
In the TV ad, a man is seen sitting on a bench in a park. As he pulls his phone out of his pocket and walks off to start texting, the shot begins to shrink and he is surrounded by animated illustrations that reflect the character's own personal world.
The two worlds interact with objects and people moving between them, and the voiceover says "imagine being able to create your own world". It goes on to explain that, with Vodafone's new price plans, customers can choose "more of the things that matter to you". The strapline for the campaign is "make the most of now".
Directors on the spot are Jens Gehlhaar and Rob Feng, through production companies Brand New School and Partizan. Art director is Mick Brigdale.
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