Client + Project
Sprint + Rebrand + Too Rich To Care Campaign
Roll
Senior Concept Producer
Summary
Managed the multiple Sprint rebrand launch involving 9 creative teams, 7 designers, 2 ECDs and 1 GCD with numerous rounds of approvals, versions, concepts and a speedy turn-around.
The first campaigns Deustch launched for Sprint, was a series, called “Too Rich to Care.” Its core message sticks to positioning the client as a cheaper alternative to its rivals — a service provider for the everyone. The work aims to satirize “people who are out of touch with the need to save money” and promises to document their increasingly lavish lifestyles in order to demonstrate how far their day-to-day lives are from those of hard-working Sprint customers.
With a deal as good as half priced wireless service, you have to be incredibly lazy or stupid rich to not cut your wireless bill in half. This campaign uses those who are literally too rich to care about saving money to leave the lingering question, “what’s your excuse for not switching?”
Don't Be Too Rich to Care
Layover
These three siblings live a life of luxury, and they're not afraid to hide it. Watch them flaunt their big shades and spotless outfits of white and blue as they head out of their private jet and drive each of their own convertibles...and then board their other private jet. If you're stupid rich like them, it might as well fall on deaf ears when Sprint says they'll cut your wireless bill in half. For the rest of us, there's Sprint.
Auction
Most people would be careful not to rapidly move the paddle at an auction, nor would they flex their muscles during the auction -- but not these two gals. They're stupid rich and apparently willing to pay a fortune for a bejeweled cat. But, if someone's credo is "money doesn't spend itself," it's no surprise that when Sprint offers to cut their bill in half and save them money, it's basically an exercise in futility. Some people are just too rich to care; for the rest of us, there's Sprint.
Yacht
When you are sitting in a yacht floaty next to your fully clothed butler, Jeffrey in a pool on a yacht being filled with champagne, yet we realize this yacht is sitting in a much bigger pool of yet another bigger yacht, you're stupid rich. Does he need Sprint to cut his bill in half? No. But what would happen if they did? "You'd have more money to spend each month, sir." Some people are just too rich to care; for the rest of us, there's Sprint.
Print Ads
Videos
Time Machine
A man who can't upgrade his phone has resorted to building a time machine in order to get the new Apple iPhone 6s. His friend tells him that with Sprint, he can upgrade to the newest iPhone whenever it comes out. His buddy regretfully says he should switch to Sprint, and then grabs his lunch from the time machine, leftovers from tomorrow night.
Goat + Donkey Super Bowl Commercial
Sprint Screaming Goat (or Sheep) Super Bowl Commercial
Announcement
Hot Dogs
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