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SMARTY: Smarty/not Smarty by Wieden + Kennedy London & Art&Graft

Client: SMARTY
Date: Apr 2018
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The ‘Smarty/not Smarty’ TV and radio campaign, created by Wieden+Kennedy London, playfully illustrates that there are Smarty and not so Smarty choices in life. Using 3D animated storytelling, produced by Art&Graft, played out in everyday scenarios, the spots highlight the brand’s USP - money back for unused data.

Elin McLean, general manager at Smarty, said: “‘Following our successful beta launch last year, we’re really excited to launch Smarty to the wider world with our very first advertising campaign.

"It will play out across TV, radio and social and aims to further expand awareness of the brand to a wider audience and ultimately communicate our different approach to mobile.”

Hollie Walker and Kit Dayaram, creative directors at Wieden+Kennedy London, said: "When you boil it down, there are two choices in life. Smarty ones, and not so Smarty ones. And when it comes to choosing a mobile network it’s no different. Through playful 3D animation, we see a range of characters attempting to add a bit of Smarty's simple and fair logic to the rest of their lives. The spots feel clever and effortless, just like being on Smarty."


Hollie Walker - creative director, Wieden+Kennedy London

Kit Dayaram - creative director, Wieden+Kennedy London

Joris Philippart - creative, Wieden+Kennedy London

Arnab Chanda - creative, Wieden+Kennedy London

Tomas Coleman - creative, Wieden+Kennedy London

Iain Tait - Executive creative director, Wieden+Kennedy London

Tony Davidson - executive creative director, Wieden+Kennedy London

Paulo Salomao - group account director, Wieden+Kennedy London

Sophie Lake - account director, Wieden+Kennedy London

Andy Wright - planning director, Wieden+Kennedy London

Jo Charlesworth - TV produce, Wieden+Kennedy London

Art & Graft - production company and director

Tom Bromwich - producer, Art & Graft

750 MPH - sound company

Sam Robson - sound producer, 750 MPH

Mary-Ann de Cruz - producer, 750 MPH

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