The journey begins

EE is on a mission to be the most personal and customer-focused brand in the UK and decided to share the news with the biggest integrated campaign the business has embarked on since it first launched in 2012.

Branded text-based light sculptures appeared in several cities across the nation, the four need states words intersecting to form MORE.​ Consumers were encouraged to press a button to win need state themed prizes, with everyone getting a free coffee for taking part. Facing some unfortunate disruptions due to storms Babet and Ciarán, the activation was reduced from 7 locations to 3 (London, Glasgow and Newcastle) with 5,578 consumer engagements, 180 tech prizes won and 5,826 hot drinks served.

Taking part from initial concept design to oversight of final delivery, including acrostic, set built, screen animations, user interaction and gif experience.