Cannes Lions

SPRINT TELECOMMUNICATION SERVICES

GOODBY SILVERSTEIN & PARTNERS, San Francisco / NEXTEL / 2008

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Telecoms. For years it’s been a category celebrating price plans and negativity. No one’s been listening and there’s a total lack of brand affinity across the board. In 2007, Sprint decided to shift the focus from network strength, price plans and coverage to why it's so great to have a phone in the first place. So we re-branded a giant telecom company. And all in three months.

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