Bronze


Telus

The purchase of Clearnet by Telus Mobility raised a question: How would Clearnetís "Future Friendly" positioning translate as Telus Mobility became the brand? We decided to stay true to the original inspiration for "Future Friendly."
The "future" is delivered by the products debuting in the ads: Mr Skinny, the thinnest phone in the world; the Samsung Uproar, which comes complete with an MP3 player; and the Sanyo 5000, the first phone with a full-colour screen.
The "friendly" component of the campaign is drawn from nature. A series of 15-second TV spots featuring a chameleon, a hedgehog and a monkey point to the benefit and uniqueness of each phone. The campaign highlights what consumers like about the brand: cool phones, cool animals, a cool company. The name has changed, but the brand hasnít.


Telus
QuickTime 5 Movie


Telus
QuickTime 5 Movie


Telus
QuickTime 5 Movie


Telus



| Agency of the Year |
| Gold: Palmer Jarvis DDB   Silver: Ammirati Puris   Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson   Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal   Silver: Harrison, Young, Pesonen & Newell   Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |

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