Virgin Mobile: Fair Go Bro

Credits & Description:

Sub Category : Direct Campaign for Retention/Loyalty: Business-to-Consumer
Company Entering : Havas Worldwide Australia, Sydney
Entry Title : Fair Go Bro
Brand : Virgin Mobile
Advertiser : Virign Mobile Australia
Advertising Agency : Havas Worldwide Australia/One Green Bean, Sydney
Executive Creative Director : Steve Coll/Kat Thomas
Copywriter : Lucas Jatoba/Ben Pearce/Jack Nunn
Art Director : Lucas Jatoba/Ben Pearce/Jack Nunn
Agency Producer : Monique Pardavi
Planner : Phil Johnston
Designer : Darren Cole/Jon Wilson
Account Team : Scott McIntyre/Ross Jauncey/Josh Sandford/Matt Holmes
Client : David Scribner/Nicole Bardsley/Tracy Hall/Ashley Killeen
Interactive Art Director : Will Brown/Stan Cheung
Production Company : Revolver/Oblique/Will O'Rourke, Sydney
Photographer : Janyon Boshoff
Director : Matt Devine (Glue Society)
Production Producer : Alex Kember
Editor : Bernard Garry
Sound Production Company : Song Zu, Sydney
DOP : Igor Jadue-Lilo/ta
The Strategy : To demonstrate Virgin Mobile will give anyone a fair go.
The Concept : Instead of choosing a celebrity as the face of our brand, we chose Doug Pitt - Brad Pitt's brother - and gave him his first celebrity endorsement.
The Results : 15 to 1 return on investment, 50% increase in advertising awareness, 23% increase in consideration to purchase.