To celebrate the fact that Cricket covers over 99% of Americans, we created a holiday campaign filled with typical holiday warmth…and a family covered head-to-toe in Cricket-branded wrapping paper. Our gift-wrapped family was more than a clever metaphor for great coverage, though. It was a way to stand out from the same old seasonal advertising while at the same time embracing what makes the holidays special: namely, spending quality time with the family.
NOT ENOUGH COVERAGE
We decided to stretch this simple metaphor (and our actors) to the limits with social content that showcased the benefits of great coverage in all kinds of typical holiday activities.