 |
Embed Video
Earlier this year, UScellular, the fourth largest wireless carrier in the US, tapped creative agency Droga5 New York team to redesign the brand experience in partnership with … read moreAccenture Interactive. Launching in April 2021, the first work from the new partnership will introduce the new direction for the UScellular brand with a goal to increase consideration, and ultimately, support new customer acquisition. When the wireless revolution began in America, almost every company put their focus on creating a network to support the biggest cities. Meanwhile, UScellular began to grow locally, covering America’s towns and smaller cities, creating wireless networks tailormade for places that previously were not connected. In a category where size is often mistaken for quality, some people perceive that UScellular is at a disadvantage by being a smaller carrier with regional roots. Droga5 saw it as an advantage and decided to embrace this truth about the company with a strategy that reframes UScellular’s size and regional nature as a strength. UScellular is a company that finds its roots in communities across America and has employees and engineers that live in these towns and understand how to support them. Unlocked by the insight that being close to communities is what allows UScellular to serve them better, the creative platform 'America’s Locally Grown Wireless' was born. Because you can’t create anything great from a distance. Especially great wireless service. You can only do it by getting to know what a place needs. That’s what makes us different from the other carriers. UScellular started local and ended up covering the country, becoming a carrier that does things differently. This new external-facing brand expression, which captures the company’s internal culture, will launch with an integrated campaign that includes film, activations, radio, social and DOOH assets, and will inform the development of new brand experiences across the customer journey.
read less...Design Director : Dan Pulito
Designer : Sarah Wasley
Group Experience Design Director : Craig Wong
Experience Designer : Owen DiRenz
Associate Director, Content and Film Production: Ruben Mercadal
Associate Producer : Sparkman Clark
Senior Music Supervisor : Mike Ladman
Senior Business Affairs Manager : Shaunda Slade
Executive Producer, Print and Fabrication : Alyssa Dolman
Director, Interactive Production : Tasha Cronin
Senior Producer, Interactive : Ian Graetzer
Group Brand Strategy Director : Keir Moreano
Brand Strategy Director : Simonas Piepalius
Brand Strategist : Ben Bacalores
Head of Experience Strategy : George Bennett
Experience Strategy Director : Meghan Bush
Group Communications Strategy Director : Justin Schneider
Communications Strategist Director : Mariel Milner
Jr. Communications Strategist : Jared Randle
Group Data Strategy Director : Lily Ng
Data Strategy Director : Joy McKenzie
Data Strategist : Sean LaBrooy
Group Account Director : Aikisha Prince
Account Director : Ashton Atlas
Account Supervisor : Amanda Lederman
Associate Account Manager : Michael Watkins
Head of Project Management : Paul A. Eckelmann
Client : UScellular
President/Chief Executive Officer : Laurent “LT” Therivel
Vice President, Brand Management : Verchele Roberts
Vice President, Marketing : Courtland Madock
Sr. Director, Creative Strategy and Content Development : Cristel Turner
Sr. Manager, Integrated Communications : Santiago Torres
Sr. Brand Manager, Advertising : Amy Welter
Advertising Manager : Thomas Blockyou
Edit
Editorial : Cartel Edit
Editor : Andy McGraw
Senior Assistant Editor : Roy Herbert
Assistant Editor : Patrick Saxer
Executive Producer : Lauren Bleiweiss
Producer : Caylee Banz
Post
Post Production : Preymaker
Executive Producer : Verity Kneale
Producer : Zach Fortin
Sound
Sound : Wave Studios
Mixer : Aaron Reynolds
Executive Producer : Vicky Ferraro
Music : Q Dept
|
Gold sponsors
The Best Ad Jobs
Retrieving latest jobs
Visit Campaign Brief for Australian creative
advertising news
|
 |
