giffgaff is the mobile network run by its members. This campaign features the real voices and opinions of giffgaff's community, brought to life with a unique animated visual language.
giffgaff is committed to ensuring all voices are heard — even those without one. We created a film with Aleks, a deaf giffgaff member who challenged the brand to create an advert that was inclusive of the deaf community.
We created a custom 3D emoji of Aleks, and animated his messages in British Sign Language with the help of the Manchester Deaf Society. The animation was previewed every step of the way by Aleks and our partners to ensure it was successfully understood by the deaf community.
The campaign was extended with a library of custom emoji's which were then developed into a series of marketing messages in tv commercials and online video.
The giffgaff Gives Back brand campaign has played a key comms role in helping giffgaff achieve an all-time high Net Promoter Score (NPS).