M1: One plan. You build it.

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One Plan. You Build it.

M1 was transforming their business. The first step to that was to convert over 30 telco plans into just one base plan, which you could build up according to your needs. They needed a big way to announce this, and we decided to hop on to pop culture to create a buzz.

Campaign Video: The video was a visually stunning, pop culture saturated manifesto, focused on having your one plan built the way you like it. It also highlighted the new features of the plan like the option to pay now, or pay later.

Meme Social posts: We selected scenes from the main video, and turned them into meme content for Facebook and Instagram

Key Visuals: We represented the ability to customise your plan by showing three distinct personalities who customised the "1" in their own distinct styles.

Social contest: Following the concept from the key visuals, we created a contest for users to fill up their own "1" template with gifs of things they loved, according to a weekly theme. (We created M1 Gifs that they could use as well!)

Bus Wrap: To generate interest for the new plan, with a very simple CTA of the website.

Executive Creative Director: Andy Greenaway
Associate Creative Director: Justin Kuruvilla
Senior Art Director: Paul Downs
Copywriter: Mandara Nagaraj, Crystal Chin
Art Directors: Chynna Ang, Joanna Lim, Jeanie Teo
Business Director: Pearlina Chan
Account Director: Martin Ong
Account Manager: Jeff Goh, Adeline Chiam
Account Executive: Jackson Yeo, Sarah Ng
Head of Strategy: Udara Withana
Senior Producer: Maggie Chan
Project Manager: Dawn Choong
Production House: Momentum
Illustrations: Band of Doodlers