VP: Marco Walls & Hernán Ibañez
CD: John Castrillón
AD: Mauricio García
Copy: Laly Boiso
The Challenge
At the beginning of 2015, Verizon was in a pickle. They were leaving behind their iconic “red world” and giving the brand a total facelift. However, they still needed to have a strong competitive message while waiting for the new Verizon to come out. Thus, the “typewriter” transition campaign was born.
A pragmatic solution with a strong, competitive message but a transitional design that would not completely give away the clean, updated new image the brand was about to reveal.
The Background
As one of their multicultural agencies, Verizon presented us with the challenge of creating a tactical campaign based on the GM campaign “Typewriter” for the bilingual consumers, with a focus on how other mobile networks fail miserably when it comes to keeping their promises.
How we did it
While the general market agencies were using rather long, competitive phrases, we extracted the essence of each message and simplified it into just one keyword for stronger memorability. A word that not only reflected the user’s complicated relationship with their network, but one that reflected their mixed-language world, created impact and would also be catchy and humorous.
We evolved it further and created a full glossary to describe bad wireless networks. That’s how Badnetworkpedia (a glossary of the bad wireless network) came to life.
