O2 | BE MORE DOG – REDACTED
Launching the latest iPhone was the dream brief. Except we weren’t allowed to mention the iPhone. Or Apple. Or reveal the launch date. Or talk about the product in any way. So we decided to turn Apple’s control-freakery to our advantage. By alluding to the notorious secrecy about product launches, the ‘Redacted’ campaign had a dog-whistle effect among Apple’s fanatical fans. And on the day the phones became available for pre-order, O2’s site temporarily crashed.
Media: In-store | Press | OOH | Online
