The Challenge:
Develop a buzzworthy social concept for T-Mobile designed to scale and generate user participation. Promote campaign messaging: Don’t get infested with fees. Switch to T-Mobile ONE. All Unlimited. One Price. No Surprises.

The Solution:
Create an UGC-driven activation to encourage consumers to fight fee infestation by posting a #FeeFace selfie — a comical shock & disgust reaction to unexpected cell phone fees. Inspired by “ugly selfie” social trend  https://www.pinterest.com/terrileeobrien/ugly-selfies/ Kick off the campaign with celebrity influencers such as Nicki Minaj and DJ Zedd.

Role: CD / Copy / On set direction

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