The brief was to win over a sharp, skeptical 18–34 audience tired of “best deal/best network” claims hiding in fine print, and make them proud to choose Verizon for getting both. Prove it loudly and culturally: the fastest, most reliable network and a better deal than anyone else — not a claim, but an undeniable idea that feels like news.
To communicate with the outer world is critical if you’re in an unhealthy relationship.
By using the same technology Verizon make sure that the communication switches once there is a man, or more than one, in front of the OOH.
A campaign with communication loud for women and silent for men.
