Pure TV brilliance from T-Mobile

T-Mobile clinched the first Thinkboxes award of 2009 with a unique and vibrant take on its ‘Life’s for sharing’ strapline.

At 11 am on Tuesday, 15 January, a single commuter started dancing in the middle of London’s Liverpool Street station, one of the busiest on the TfL network, to music being played through the station’s loudspeakers.

The dance grew in size as more people joined in, until there were 350 dancers performing the choreographed routine. The spectacle of the staged event, which was captured by 10 hidden cameras, prompted hundreds of unsuspecting members of the public to join in.

The film of the dance extravaganza was quickly turned into a TV ad to illustrate the mobile phone network operator’s claim that it brings people together.

Sam Taylor, head of advertising and sponsorship at T-Mobile, says the response was ‘phenomenal’.

sam_taylor

We wanted to capture a moment that people couldn’t help but share. People were caught up in the moment, calling and texting their friends to talk about this great thing happening in the station.

Sam Taylor Head of Advertising and Sponsorship, T-Mobile

Creative agency Saatchi & Saatchi; Creative team Stephen Howell, Rick Dodds; Production company Partizan; Director Michael Gracey 

Other ads on the podium

Virgin Atlantic: Love at first flight (2nd)

  • Creative agency Rainey Kelly Campbell Roalfe/Y&R
  • Creative team Pip Bishop, Chris Hodgkiss
  • Client Breda Bubear
  • Production company Partizan
  • Director Traktor

Audi: We’ve unboxed the box (3rd)

  • Creative agency Bartle Bogle Hegarty
  • Creative team Joakim Saul, Maja Fernqvist
  • Client Peter Duffy
  • Production companies Passion Pictures, 1st Ave Machine
  • Directors Aaron Duffy, Russel Brooke

Also shortlisted

Guinness: Channel 4 Film idents

  • Creative agency Bartle Bogle Hegarty
  • Creative team Joakim Saul, Maja Fernqvist
  • Client Peter Duffy
  • Production companies Passion Pictures, 1st Ave Machine
  • Directors Aaron Duffy, Russel Brooke

PG Tips: Breakfast

  • Creative agency Mother
  • Creative team Ben Middleton, Stuart Outhwaite, Ed Warren
  • Clients Emma Reynolds, Charlotte Shaw
  • Production company Hammer and Tongs
  • Director Garth Jennings

A view from a Thinkbox Academy member on this month's picks

laurence_green

Hurray for T-Mobile: an idea that happens to be an ad. Everything else, good as it is, is just advertising.

Laurence Green Founding Partner, 101


Click here to see who won the previous award

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