LONDON - For the latest chapter of T-Mobile's 'Life's for Sharing' campaign, Saatchi & Saatchi brought karaoke out of the traditional pub circuit we know and love and onto an altogether grander stage - London's Trafalgar Square. And the event drew a crowd of thousands who all joined in the mass-karaoke 'sing-along'.
In response to a teaser campaign, 6pm yesterday evening (Thursday, 30th April) saw hordes of people gather in Trafalgar Square, unaware of what awaited them. They were all there eager to be a part of the much anticipated follow-up to T-Mobile's 'Dance' in Liverpool Street Station earlier this year.
No less than 2,000 microphones were handed round for people to share, while live images of the crowd were projected onto huge screens. Then the music started and the crowd belted out a choice of karaoke classics* as commuters and passers-by couldn't help but join in.
Saatchi & Saatchi installed over 20 cameras up around Trafalgar Square to capture the crowd singing their hearts out. Following the event, the production team have just 48 hours to finalise the TV commercial, which will be premiered during the commercial break of ITV's Britain's Got Talent on Saturday night.
"With 'Sing-along', we wanted to generate a real feeling of anticipation and create a truly unique, memorable moment that everyone would want to share in, as this is ultimately what lies at the heart of the T-Mobile brand. The event gave thousands of people the opportunity to experience first hand what 'Life's for Sharing' is all about," says Paul Silburn, Creative Partner, Saatchi & Saatchi, London.
When one lone voice was isolated, global pop sensation, Pink, was found in amongst the masses, singing her favourite song, Janis Joplin's 'Piece of my heart'. After the compere, Vernon Kay, persuaded her to lead the crowd in her hit 'So What', Pink joined in the rendition of 'Hey Jude' and then disappeared into the thick of it all as quickly as she had appeared. The crowd was left to enjoy their own chorus of the song and make history by being a part of the British premier of 'Hey Jude' in a UK advertising campaign.
Lysa Hardy, Head of Brand and Communications at T-Mobile, said "'Dance' was always going to be a hard act to follow, but we think we've created a worthy sequel with 'Sing-along.' It's another great dramatisation of our 'Life's for Sharing' strapline - something that's unexpected, wonderful and exciting that you want to share with your friends and family."
Footage from the event will be used for the fully integrated campaign, which will include TV, radio, outdoor and online and that will go out across the UK and 6 other European countries - Austria, Croatia, Czech Republic, Hungary, Macedonia and Montenegro.
The UK appointment to view will air during the 21.00 commercial break on Saturday, 2nd May during ITV's Britain's Got Talent. At the same time an extended version of the advert will go out on T-Mobile's Youtube channel (youtube.co.uk/lifesforsharing). Further digital work will follow.
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
