Challenge: T-Mobile needed a 2020 holiday campaign that communicated its ability to connect people in a year many of its customers couldn’t be with loved ones due to the pandemic.
Insight: The 2020 holiday season was defined by extreme emotions. 75% of people said it’s the most difficult time of year to be without family, yet 51% didn’t expect to be with them. But there was hope. 40% of people felt covid made them more grateful for family, and 37% said lockdowns actually brought them closer together. 2020 was a year of shared trauma that brought clarity on what really matters: being together with loved ones, no matter what ‘togetherness’ looked like.
Creative Approach: Inspire customers to use their imagination to celebrate the holidays with loved ones in new ways, showing magical connection can occur even inside a “bubble.”
Creative:
