Create a campaign for Koodo Mobile that focused communications on their most unique/valued attribute, The Tab, while calling out the oppressive nature of fixed-term contracts.

To lead the “Fight for Phone Freedom,” and to iconize The Tab, we created El Tabador (a 4-inch tall Mexican luchador, bursting with contract-breaking wrestling moves) and integrated him into all areas of our target’s life.

Although Koodo won’t release business results for competitive reasons, El Tabador was a huge success, helping Koodo earn Strategy magazine’s Brand of the Year honours. His YouTube channel reached over 325,000 views, while his action figures raised over $75,000 for charity.