T-Mobile: Singalong
2009 was the year in which T-Mobile was dedicated to launching its brand-new brand positioning. “Life Is For Sharing” had to become much more than just an end-line – it is a brand promise, a philosophy and a manifesto for the company.
In early 2009 “Life Is For Sharing” had been introduced across Europe with the “Dance” and “Rain of Flowers” campaigns. Now the brief was to create a single pan-European campaign which would marry the real-world participation and PR-ability of the former with the multi-market-ability of the latter.
While this was about driving a consistent brand strategy...