T-Mobile – Life's for sharing, even in a recession
Gareth Ellis and Martin Smith – Saatchi & Saatchi; Anna Berry, Steve Gladdis and Matthew Wragg – MediaCom
This was seen by the judges as another example of the power of ‘the big ad', and the power of social media to significantly amplify its effects. During the worst recession since the 1930s, T-Mobile faced diminishing returns in a contracting market; mobile phone usage was cut by a third, and T-Mobile was an unloved brand. Running counter to the prevailing actions of the cut-price offers from competitors, T-Mobile used the...