giffgaff - we’re up to good
Repositioning giffgaff as the good guy in mobile phone contracts.
As the UK’s first mobile network run purely by its members, that entirely disrupted the category back in 2009, giffgaff was ready to tell the world it was no longer a start-up.
It had grown up. And so had its customers.
After 13 years as a challenger brand, we helped reposition giffgaff as the market leader in offering UK customers cheaper, flexible contracts and selling refurbished technology.
As the first mobile company to gain B Corp certification, we wrote the new endline ‘we’re up to good’ as well as the company manifesto. (Not everyday you get to do that!)
‘we’re up to good’ was a cheeky nod to the brand’s mischievous TOV integral to it’s DNA and continual commitment to keep doing better for its customers, employees and the planet. Do good, be good. Try better! That was pretty much the jam.
FILM AND OOH
This inspired the launch of ‘Ode to Bad’, a 60s film and cinema spot, OOH and
social campaign thanking giffgaff’s competitors for showing it how to be good.
2023
ECD: Noel Bunting
Head of Design: Rich Kennedy
Senior Creative: Liam Crerar
Creatives: Hannnah Roe & Lucy Pennock
Agency: neverland
Director: Nick Ball
Production Company: Blink