AdAge Small Agency of the Year
what we did
industry
telecom
collateral
digital video
social media
modes activated
inspiration
buying
the challenge
GCI was set to launch a new iPhone in Alaska.
While this is often exciting news, the audience had come to expect this every September. We needed to come up with work that would stand out and resonate with the audience even though the product’s features would be tightly sealed until mere days before the shoot.
we were curious
Through early discussions with the client, we learned they might be leaning toward a play on durability. This seemed like a natural fit with Alaskans’ rugged lifestyle. We just needed a place to dramatically tell this story and we found it in our own backyard.
genuine human understanding
Mobile products play a different role in Alaskans’ lives. It enables them to stay connected while pursuing their real passion: creating their own adventures in the great outdoors. Moreover, they expect their favored products to be as reliable and as tough as they are. Enter the iPhone 15.
the wild idea
Rather than just spotlight the new titanium edges of the latest phone, we made it relative to GCI’s audience of outdoor-minded folks.
Putting it, and GCI’s spokesperson, through a brutal test, we dramatically proved that the iPhone 15 will capture everyone’s attention.
the result