I ran the Qwest account with two other creative directors. The telecom business is heavily retail, complete with last minute price wars, special offers and bundles, and price points galore. But the client knew that people hate the telecom business, so creating an authentic and likable brand was also important.
This campaign promotes Qwest free wifi hotspots by tapping into people’s inner squatter.
Role: Lead CD
Director: Craig Gillespie