T-Mobile Back to School Campaign

PROBLEM

To get T-Mobile Unlimited Plans on every Back to School list. 

PROCESS

We found several examples of how smartphones can be used positively for education. With these, we thought that we could show parents that these phones are a tool that has limitless possibilities. 

SOLUTION

We removed the stigma of smartphone use for students by showing how they can be used throughout the day for both educational and entertainment purposes. The Unlock Their Potential campaign uses sliding digital billboards and radio spots to target parents in their cars – while commuting, bringing their kids to & from school and practices. We also designed a content hub on the Internet, where children and parents can share their stories of success, aided by Unlimited Data, and see the most impressive stories from other kids their age. As a cool extension of the campaign, we also made reversible t-shirts (that come with each Unlimited Plan in T-Mobile stores) with one side that shows the educational side of a job, and the other shows a more fun aspect of it. 

This was done as part of the Summer Internship Program, Publicis Seattle 2017

BONUS!

Read the radio spots here.