January 2009
Saatchi & Saatchi X UK has launched T-Mobile’s ‘Life’s For Sharing’ campaign with a burst of high-energy entertainment in the daily commute at Liverpool Street Station with 350 dancers.
With the dancers and ten hidden throughout the station’s rush hour crowds, the dance spectacular was filmed and aired on Channel 4 as an exclusive three minute solo spot during Celebrity Big Brother.
Reminiscing flash mobs, music pumped through loudspeakers at Liverpool Street Station as a single dancer guised as a commuter began to dance. With the change of music, the dancing quickly spread through to other dancers mixed in with the morning travellers until hundreds of people were seen moving in unison. Then, as quickly as it began, the performance ended and the dancers dispersed into the crowd.
The event, choreographed by one of Britain’s leading choreographers, Ashley Wallen, left commuters stunned, surprised and delighted.
“The idea was to create a feeling of spontaneity – an event so memorable that people can’t help but join in and share it,” said Saatchi & Saatchi Creative Partner Paul Silburn.
Another Saatchi & Saatchi Creative Partner, Kate Stanners said, “Across the whole campaign we’ve looked for ways to really engage with people through the notion of ‘Life’s for Sharing’. We hope that ‘Dance’ will connect with people in a bold and dynamic way, inspiring them to create and share their own memorable moments.”
A massive endeavour, the dance spot was staged, shot, edited and broadcast for the next day. The event follows months of preparation including auditioning T-Mobile staff to join the dance corps, secret midnight rehearsals in freezing conditions, numerous meetings with Network Rail and negotiating the rights for eight classic music tracks.
“This is the first outing for our new T-Mobile organising idea, ‘Life’s for Sharing.’ Bringing this to life with an unconventional advertising idea we wanted to create an event that people would want to take part in and then share with each other,” said Richard Huntington, Director of Strategy at Saatchi & Saatchi.
T-Mobile UK, Head of Brand Communications, Lysa Hardy said, “Our new brand position ‘Life’s for Sharing’ is an exciting move for T-Mobile and ‘Dance’ captures this perfectly.”
Footage will be used across online, direct and retail channels.
The fully integrated campaign also includes digital outdoor and print, online and radio distribution.
‘Life’s for Sharing’ will run across interactive TV and air in cinemas.
Media is planned and bought through MediaCom.
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