EE are showing their appreciation for NHS workers during the Coronavirus crisis, by giving them free unlimited data until October.
Saatchi quickly produced a simple ad to communicate the initiative - fronted by long-running brand ambassador Kevin Bacon - which will be supported by TV, video-on-demand, and social media activity. The film is a marked change in tone and style for the brand, rightfully matching the urgency and sincerity of the message.
This production is further testament to the creativity and resourcefulness of our people during lockdown. We directed, shot, and produced the film remotely; sending just one camera to Kevin’s home in LA and directing his performance over video conference.
And crucially, its been incredibly effective: generating over 100,000 applications in under a week.