T-Mobile — 55+
Experimental Design yields unexpected executions.
As kids come off their parents’ mobile phone plans, newly-annointed 55+ Empty Nesters find themselves portrayed as a group of old, clueless, ED-pill loving grannies and grampies who should just be happy that their grandkids answer their calls. T-Mobile, never complacent with convention, challenged Decoded to reach this misrepresented audience with a new narrative to inspire them to get out there and do more.
Ignoring the typical tropes and imagery that would blend into the crowd – vacation photos and travel fodder – we pushed to see if there was another way to make the story pop. Experimenting with different looks, tones and feels, we developed an unexpected campaign for the brand and the audience, appealing to the still young at heart.