Voxi
The launch ad for Vodafone's new youth brand Voxi, Vodafone’s first UK sub-brand, is equal parts weird, disturbing, and entertaining.
Weird GIFs Enable Endless Connections
VOXI was Vodafone’s first UK sub-brand — a youth mobile brand built around unlimited data for social apps. Ogilvy UK’s launch campaign didn’t look like telecom advertising. It looked like the internet: a chaotic launch film assembled from work by more than a hundred young creators, artists and filmmakers and knitters and bakers, deliberately unpolished.
Ogilvy brought me in to animate for it. The tonal problem was specific — the work had to be weird enough to read as genuinely internet-native to an audience that can spot a brand imitating them from a mile off, while still launching a Vodafone product. The GIFs had to be odd in a way that felt like it came from the same place as the rest of the internet, not from a brand’s idea of it.
CLIENT
Vodafone
AGENCY
Ogilvy UK
STUDIO
Weirdo Works
YEAR
2017
ROLE
Animation — 4 GIFs
Justin Gammon
AWARDS
DMA Gold, 2018
RESULTS
3 GIFs for the launch film’s multi-artist collection
4th GIF used in website and promo materials
Launch of Vodafone’s first UK sub-brand
Four Weird GIFs for a Weird New Brand
Lick the Competition With Weird GIFs
Working with Ogilvy’s creative team, I animated three GIFs for the launch film’s collection — odd little characters threaded through the short film and the campaign’s online media. A fourth was pulled out for the VOXI website header and ran across promotional material on its own, past the end of the launch push.
The launch won DMA Gold in 2018.
GIF-ing for Giggles
Harness the Power of Wacky Gifs to Delight Young Audiences