Vodafone Runners

Challenge

Vodafone introduced a new global brand identity in 2021. However, a successful local Dutch sales campaign ‘Vodafone Runners’ and its recognizable visual device had no place in it. Our challenge was to think of a new version of Vodafone Runners, where the campaign and related elements are fully aligned with the repositioning of the brand and support the new visual identity. All while making sure the concept maintains the speed and action nature of Runners.

Concept & art direction

The biggest hurdle to overcome was to incorporate portraits of people in the campaign, providing a human touch to an otherwise purely digital graphics campaign. However, the attention must be kept on the phone deals and stand out among telecom competitors. It sounds easier than it was.

Speed and dynamics are important in the Runners campaign, which is why we consciously opted for people who energetically move and reach for the phone deals. Even if the banner or the in-store poster is a still image, you immediately feel the energy of the Runners campaign.