trailblazing in the first frontier
GCI is a local company only operating in Alaska, unlike AT&T — a multinational company with deep, deep pockets. Typically being local is an advantage but, for GCI, it cast doubt about its wireless product, with perceptions that it was second best. So, when GCI overhauled its mobile network, new customers needed to believe it was, not just on par, but second to none.
finding the right voice
Spawn identified the perfect spokesperson for the campaign. He was the epitome of an underdog turned champion: Nick Hanson.
Nick is an Alaska Native from Unalakleet, AK, who competes on national scale on the hit TV series: American Ninja Warrior. But Nick, known as the Eskimo Ninja, was not always the unstoppable force he is now; he overcame his own challenges to become second-to-none, the perfect parallel for GCI’s new wireless experience.