Skinny was a low cost, youth oriented, Kiwi telco running simple, cartoon based work. We were charged with maturing the brand and relaunching it to the masses, to increase awareness and consideration, grow their client base, and reduce churn.

We got 8 of the world's biggest names to publicly endorse Skinny, New Zealand's smallest telco - not the famous Hollywood celebrities, but ordinary Kiwis who happen to share their names with the world’s biggest celebrities.

New Zealanders are outward looking – we care a lot more about New Zealand things that are picked up overseas, than stuff that becomes well known at home. With this in mind, we launched a series of unbranded portraits of our ‘big names’ standing in the iconic poses of their famous namesakes. The series was picked up internationally, and when interest was at its peak, we dropped our branded commercials, retargeting people around New Zealand who loved the photo series.

We launched the unbranded photo series a week before we intended to launch the campaign and kept watch on how it was being picked up online. Right when we deemed interest to be at its peak, we released the branded films online and on TV in New Zealand. The series was featured in some of the world’s biggest publications, from ephemeral culture blogs, to high-end fashion magazines.