Vodafone - CU
Restart / J. Walter Thompson Athens
Vodafone CU, Vodafone’s youth prepay brand in Greece, decided to reinvigorate the brand with the aim to make it more relevant and youthful. The new campaign launched with a brand TVC communicating the brand’s new strategy: Restart.
More specifically, youth being inherently optimistic, always have the innate need to “change the world”. In today’s Greece this need is even more pronounced as the severe economic crisis has led the youth to challenge everything: both in terms of their personal lives as well as society at large.
The Youth’s answer to the current situation is: RESTART! Restart by creatively changing the way we live and endorsing a new, collective and differentiated way of thinking.
Apart from youth, Vodafone CU’s new TVC protagonist is a “good” virus. A virus with highly positive side effects: it wakes up the youth and activates them to make a fresh start; question; challenge; redefine and reset the rules of the game.
TVC Voice over: “When you are young you have the virus to change the world. If you catch it, you’ll change your frame of mind. RESTART”