T MOBILE - DANCE- LIFE’S FOR SHARING

If you are stuck in a creative rut then the best thing to do is take a look at what top notch agencies are doing across the world. These days the best way to do that is to pretty much scan You Tube for the most popular videos. At the beginning of the year, one such agency who instantly became the talk of the town was Saatchi & Saatchi. Their idea for T-Mobile’s ‘life’s for sharing campaign’ was a campaign like no other. The scene, for those of you who have not seen the video, was set in London’s Liverpool Street Station. It begins with a shot of the train station at rush hour with people coming and going, chatting with friends etc. Then, all of a sudden over a loud speaker, music blares out across the station. As soon as the music begins, dancers appear from amongst the crowd, dressed in their usual day to day or business attire. As the music quickly changes from one song to another more and more dancers miraculously appear from the crowd. Following three minutes of impressive dancing with all dancers moving in sync, the music suddenly stops and the dancers walk off in different directions and just carry right on with their everyday lives, as if nothing out of the ordinary had ever happened. The campaign was simply stunning, a beautiful creation that so simply yet effectively conveyed T-Mobile’s message and brand to the world. The event, which was choreographed by one of Britain’s leading choreographers, Ashley Wallen, was filmed and aired live on Channel 4 as an exclusive three minute solo during Celebrity Brother Brother. It has since been shown across interactive TV and in cinemas.