What: Brand Platform
Role: Creative Lead / Copywriter

Vodafone is a challenger brand in Australia. A distant third to the Big Two in Aussie telecommunications.

To truly cut through, they needed to go out with something that was less Telco, and more… Hearco (sorry). Something that let customers know they were heard, and most importantly, in charge.

That’s how You Rule was born. A brand platform that was launched with a .30” TV spot, national OOH, full social, radio and in-store.

And all during the Covid-19 lockdown…