To arouse the need for Celcom SIMCard Rescue - a service that automatically backs up the contacts in your mobile phone. Point of contact is to be at the telecommunication retail outlets.

Inspiration came in the form of a social networking chart. We distorted it to look like a crack to dramatise the disaster of having your network of contacts fall apart when your phone breaks. However, fine lines that connect all the dots represent how the service helps you keep your contacts intact no matter what.

This poster has helped increase enquiries and subscription of Celcom SIMCard Rescue.