CHEAP CHEAP by Scholz & Friends Identify Berlin for Vodafone

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CHEAP CHEAP

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Industry Mobile Communications
Media Design & Branding
Market Germany
Agency Scholz & Friends Identify Berlin
Creative Director Wolf Schneider
Art Director Jinhi Kim, Kathrin Wetzel, Olivier Nowak
Copywriter Doerte Schuetz, Dennis Lueck
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: VODAFONE
Product/Service: MOBILE NETWORK
Agency: SCHOLZ & FRIENDS IDENTIFY
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: SCHOLZ & FRIENDS IDENTIFY, Berlin, GERMANY
Entry URL: http://www.otelo.de
Managing Director: Wolf Schneider (Scholz & Friends Identify)
Managing Director: Roland Boes (Scholz & Friends Hamburg)
Creative Director: Wolf Schneider (Scholz & Friends Identify)
Art Director: Olivier Nowak (Scholz & Friends Identify)
Art Director: Jinhi Kim (Scholz & Friends Identify)
Art Director: Kathrin Wetzel (Scholz & Friends Identify)
Copywriter: Dennis Lueck (Scholz & Friends Hamburg)
Copywriter: Doerte Schuetz (Scholz & Friends Identify)
Account Manager: Roland Boes (Scholz & Friends Hamburg)
Account Manager: Bettina Zomorrodi (Scholz & Friends Hamburg)
Account Manager: Tim Schmoll (Scholz & Friends Hamburg)
Illustration: Olivier Nowak (Scholz & Friends Identify)
Concept: Olivier Nowak (Scholz & Friends Identify)
Interactive Producer: Scholz & Friends Berlin Interactive (Scholz & Friends Berlin Interactive)
Media placement: Url.: Www.otelo.de - Website - 01.02.2010
Media placement: Style Guide - Intern And Extern Communication - 01.02.2010
Media placement: O.tel.o Prepaid Card - E.g. Vodafone Shop - 01.02.2010
Media placement: Blister Packaging - E.g. Vodafone Shop - 01.02.2010

Describe the challenges and key objectives
Creative objective: Which is the most succinct and internationally understandable way to communicate the brand values of o.tel.o, a global provider of prepaid telecommunications? And what would a young and appealing symbol of freedom, independence, mobility and intelligence that is to be understood around the world have to look like?

Describe the brief from the client
How can a dusty old telecommunications brand from the 1990s take flight once again?

Describe how you arrived at the final design
The creation of a new species: The little o.tel.o Cheapmatz bird symbolises freedom, independence, mobility and intelligence. Its unmistakable 'cheap, cheap' call communicates these brand values in a manner that can be understood internationally – in a single word.

Give some indication of how successful the outcome was in the market
The creation of a new species: The little o.tel.o Cheapmatz bird symbolises freedom, independence, mobility and intelligence. Its unmistakable 'cheap, cheap' call communicates these brand values in a manner that can be understood internationally – in a single word.