giffgaff - we’re up to good

After 13 years of successfully challenging the status quo of longterm fixed contracts and inflexible prices, giffgaff wanted to be taken seriously as a mobile network company.

It was no longer a network for ‘teenagers’.

As the UK’s first mobile network to earn B Corp status, our job was to help reposition giffgaff as a leader in offering people cheaper, flexible mobile contracts and selling refurbished technology.

So we did just that. We told the world, giffgaff was ‘up to good’.

We wrote the new endline ‘we’re up to good’ as well as the company manifesto.
(Not everyday you get to do that!)

‘we’re up to good’ was a cheeky nod to the brand’s mischievous TOV integral to it’s DNA and continual commitment to keep doing better for its customers, employees and the planet.

Do good, be good. Try harder!

Film and OOH

This inspired the launch of ‘Ode to Bad’, a 60s film and cinema spot, OOH and
social campaign thanking giffgaff’s competitors for showing it how to be good.