BT national code change 'Babies' campaign

This paper is not about the 'It's 1 to remember' campaign, but about the planning that led to the important 'Babies' press campaign that preceded the main activity.
Agency: Abbott Mead VickersAuthor: Max Burt

BT national code change 'Babies' campaign

INTRODUCTION

This paper is notabout the 'It's 1 to remember' campaign, but about the planning that led to the important 'Babies' press campaign that preceded the main activity. We will demonstrate how planning identified an additional and radically different role for advertising in order to prepare the British public for the national code change (NCC). It resulted in a brief that allowed the creative team real scope for creative development. This was not wasted; the press campaign swept the board at D&AD, and...

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