SPRINT: Hot off the digital press

Credits:

Faster Than a Speeding Electrical Engineering Degree. Goodby is out with its first Sprint campaign, which includes print/outdoor ads boasting a neonesque artistic conceit, led by this Summer of Love-y "Hypersonic" ad.
"We did research that found consumers couldn't differentiate wireless brands very well," explains CD Franklin Tipton. That was no doubt before AT&T sprung the iPhone on the world. At any rate, "If you look across Sprint's portfolio of services and products, speed is a consistent differentiator," Tipton continues. "The company has devoted a lot of energy to providing the fastest network technology, so you can get the things you want as close to instantly as possible. We needed a way to express this, because it's difficult to explain why they're faster — you need an electrical engineering degree to comprehend it. We chose light as a metaphor for, and a celebration of, Sprint's advanced technology. Nothing is faster than light. From a branding aesthetics standpoint, it's beautiful. In a category dominated by graphically blunt, full-page ROP offers, we feel light is a fantastic way to renew people's interest in some of the most amazing technology available to mankind." Besides the iPhone.




Client: Sprint
Agency: Goodby, Silverstein & Partners, S.F.
Executive Creative Director: Rich Silverstein
Creative Director: Ronny Northrop, Franklin Tipton
Associate Creative Director: Paul Stechschulte
Copywriter: Larry Corwin, Will Elliot, Nick Prout
Art Director: Brian Williams
Photographer: Claude Shade
Production Manager: Suzee Barabee