The EE launch campaign in 2009.
This was the launch of the UK's first 4G mobile network provider and the merging of Orange and T-Mobile. Kevin Bacon was selected for his affinity to movies, something we wanted to retain from the Orange mobile brand and carry into the EE brand.
In terms of the brand assets and style - 'particles' (or what most people called 'those bubbles') were used to form a new typography - the particles represented the 4G network - always flowing and always around to keep you connected on all your devices. This was a huge above-the-line campaign reaching +70% spontaneous brand awareness in the first 3 months alone.
EE first TV ad ft. Kevin Bacon
EE launch print ad
EE print ad
EE print ad
EE retail stores - rebrand from 900 T-Mobile and Orange mobile stores
Battersea powerstation 4G takeover for launch
