New Blood Entry — A Voicemail With Values
Award: Yellow Pencil
giffgaff / 2023
B Corps are all the talk, but what are they actually all about?
This campaign explores what becoming a B Corp will really mean for giffgaff and their members.
We came to the conclusion that B Corps are about shared values, trust and commitment... and so is dating! Using this slightly unusual comparison, we were able to tell the story of giffgaff becoming a B Corp using lighthearted, relatable terms that reflect giffgaffs unique tone of voice.
The result is an attention-grabbing campaign, that humanises the idea of a B Corp and champions the close relationship giffgaff has between them and their members.
What did the judges have to say?
Not only did this work take us on the journey of Giffgaff becoming a B Corp, but the humour and playfulness kept us wanting to come back for more. This is a piece of work we could really imagine appearing in life.
Elin Manon Cooper, Illustrator
There was a real depth to this idea – it used the cultural currency of dating and situations familiar to the target market, and aligned it to the benefits of Giffgaff becoming a B Corp. The animation and illustration were really well crafted. The script and copy really lifted the bar also. Loved watching and rewatching this!
Abi Pearl, Head of Advertising, Giffgaff
Clever copywriting, humour and a relatable core idea made this entry stand out immediately. Comparing shared values in a relationship with shared values with a company was a unique idea with legs that you could expand on in future campaigns. The Tinder advertisement and vibrant illustrations are relatable and engaging. It's the type of campaign that would make people smile when they pass it in the streets, which is a rare thing.
Grace Enemaku, Multidisciplinary Designer & Illustrator