Advertiser: VIRGIN MOBILE AUSTRALIA
Agency: ONE GREEN BEAN, HAVAS WORLDWIDE AUSTRALIA
Category: Best Digitally Led Integrated Campaign
Advertising campaign: FAIR GO BRO
Designer: Darren Cole (Havas Worlwide Australia)
Creative: Jack Nunn (Havas Worlwide Australia)
Client: Ashley Killeen (Virgin Mobile Australia)
Creative: Ben Pearce (Havas Worlwide Australia)
Editor: Bernard Garry (The Editors)
Designer: Jon Wilson (Havas Worlwide Australia)
Account Team: Josh Sandford (Havas Worlwide Australia)
Dop: Igor Jadue-Lilo
Client: Nicole Bardsley (Virgin Mobile Australia)
Executive Creative Director: Kat Thomas (One Green Bean)
Client: Tracy Hall (Virgin Mobile Australia)
Account Team: Matt Holmes (Havas Worlwide Australia)
Interactive Art Director: Will Brown (Havas Worlwide Australia)
Production Producer: Alex Kember (Revolver)
Account Team: Ross Jauncey (Havas Worlwide Australia)
Account Team: Scott Mcintyre (Havas Worlwide Australia)
Executive Creative Director: Steve Coll (Havas Worlwide Australia)
Client: David Scribner (Virgin Mobile Australia)
Photographer: Janyon Boshoff
Creative: Lucas Jatoba (Havas Worlwide Australia)
Head Of Tv: Monique Pardavi (Havas Worlwide Australia)
Interactive Art Director: Stan Cheung (Havas Worlwide Australia)
Print Producer: Warrick Nicholson (Havas Worlwide Australia)
Brief Explanation
In the aggressive telco market, Virgin Mobile is outspent 4 to 1 by their bigger competitors, who buy all the best advertising and sponsorship. To promote Virgin Mobile’s message of ‘a fair go for all’, we launched a viral campaign called ‘Fair go Bro’, featuring Doug Pitt, brother of world famous actor Brad Pitt. We made Doug the official Virgin Mobile spokesperson, and invited Australians to make him feel like a star for the first time in his life. The campaign launched on YouTube, creating the viral and earned media coverage we needed to compete with Virgin Mobile’s big-spending rivals.