@TMOBILE SOCIAL CAMPAIGN | #GiveThanksNotPranks

CHALLENGE: In March of 2020, Covid-19 had just become serious in the US. Every year T-Mobile goes big with an April Fools' Campaign. With an established campaign ready to launch in 2 weeks, was it really the best time to be making jokes?

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INSIGHT: During times of uncertainty, what do people want most? To help those in need and feel united.

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OPPORTUNITIES: While other brands were likely not going to make a last-minute pivot, we should stand out against the crowd. Let's use our established brand to make a big impact by bringing a feel-good campaign to the public.

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THE SOLUTION: Disrupt April Fools' typical content. Create a feel-good campaign to spread positivity. Kick it off on social media and bring it to life through billboards. For every "#GiveThanksNotPranks" tweet, T-Mobile donated $5 to DonorsChoose to support teachers and classrooms during the pandemic.

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MY ROLE: Lead creative design to be used across all channels. Establish look/feel and art direct content with partners and agencies. Content included 200+ digital billboards across America, T-Mobile #GiveThanksNotPranks Landing Page, Promoted Twitter Cards, Sponsored TikTok Content, Repurposed & Designed UGC, Hashflag, Personalized DM's, Instagram Stories, On-Site Photography, Templates for partner content, and more.