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Black Spots

Black Spots | eir | Rothco
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basics
Industry: Internet sites & Services
Media:Cyber
Published:Oct. 6, 2017
Market:Ireland
Style: Minimalism
descriptioncnen
EntrySummary
In Ireland, areas of poor mobile phone coverage are a constant problem. That’s why Ireland’s largest telecom company, eir, introduced WiFi calling – which eliminates coverage problems by using WiFi to boost your mobile phone signal. Our brief was to create mass awareness of eir as innovators in the mobile market, while reduce the technological complexity of this new product into something simple that consumers could easily grasp. In Ireland people refer to areas of poor phone coverage as “black spots”. So to launch this innovative new product, we used a medium that isn’t traditionally known for innovation, print, and created a simple analogy for what WiFi calling actually does. We took over the entire Daily Mail magazine and removed every single black spot. Every full stop, semi colon and tittle was replaced with a colourful eir dot. No one likes black spots. So eir got rid of them.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Other credit:Group Marketing Director: Henry Dummer
Head of Brand and Marketing: Oisin Masterson
Head of Studio: David Gallagher
Finished Artist: Mickey Hughes
Agency Producer: Al Byrnes
Managing Director: Richard Carr
Head of Account Management: Miriam Hendrick
Project Director: Ailbhe Beirne
Strategy: Tara Finnegan
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Print & Publishing
Innovative Use of Print
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