A one-horse brand

11.05.2016 ID : Philadelphia : Carphone Warehouse
#DoYourOwnThing campaign by Carphone Warehouse iD, Philadelphia

Philadelphia – The first campaign for Carphone Warehouse’s iD mobile network comprises a series of four documentary-style ads titled #DoYourOwnThing.

  • The digital-only campaign was launched on Facebook at the end of April 2016
  • A second series featuring British Muslim hip-hop duo Poetic Pilgrimage will follow in summer 2016

The series explores the lives of members of Philadelphia’s Fletcher Street Urban Riding Club and aims to celebrate individuality in the face of adversity. The riding club acts as an educational initiative for young men in the city’s crime-ridden northern quarter that teaches lessons in responsibility, discipline and reward through the care of the club’s animals.

Carphone Warehouse’s campaign is designed to engage independently minded consumers who are put off by other networks’ one-size-fits-all approach. iD’s business model is built around the idea of giving users more control over their contracts.

‘The iD brand was borne out of listening to consumers and understanding their frustrations and needs, thus creating a network that is as individual as the person,’ says Mark Bowles, head of marketing at iD.

The Big Idea

Brands such as iD and SK-II are creating advertising campaigns that use the documentary format to investigate difficult social issues. For more on companies that are more interested in taking a position than building mass appeal, see our Backlash Brands macrotrend.

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