EE
Brand Launch
When T-Mobile UK and Orange UK merged to form EE, the brief was simple and terrifying in equal measure — build a new brand from scratch. I was part of the core team that did exactly that.
The previous two brands had been all about mobile calls. EE was a new era: high speed mobile data. So our strategic insight for BTL was equally simple — this wasn't a phone network anymore. This was internet culture in your pocket.
We launched with a Hollywood-style, frame-for-frame 4G remaster of Fenton — the UK's most watched viral of the previous year. The idea was covered across UK news and global tech press - The Sun | The Telegraph | The Mirror | Metro | Forbes | Business Insider | Mashable | Fast Company
To follow up, we hijacked the YouTube channel of Jamie Oliver — with the help of EE brand ambassador Kevin Bacon — to make a point about buffering. If you're impatient skip to 1:05 to get the idea.