Vodafone to launch Europe-wide ad campaign with iPhone 14 nature message
Vodafone will light up Europe with an advertising campaign that will leverage the superior photographic capabilities of the new iPhone 14 to capture nature at is finest, highlighting Vodafone’s use of 100% renewable electricity in its European networks, as well as its device trade-in and recycling programmes to help protect the natural world.
The campaign will comprise television, outdoor, print, digital executions and in-store retail executions running in 12 of Vodafone’s European markets. It is intended to drive preference for Vodafone as a sustainable brand of choice, underlining the company’s commitment to renewable energy and the creation of a more circular economy for mobile devices. Vodafone announced in July 2021 that its entire European operations - including mobile and fixed networks, data centres, retail sites and offices - are 100% powered by electricity from renewable sources, marking a key step towards the company’s goal of reducing its own carbon emissions to ‘net zero’ by 2030 and across the company’s entire value chain by 2040.
Alex Froment-Curtil, Chief Commercial Officer, Vodafone Group: “The iPhone 14 represents a massive leap forward in terms of smartphone imaging technology, empowering users of every ability to take stunning pictures and video, creating vivid memories wherever they go. Our new campaign will emphasise that technology by focusing on how the iPhone can capture the power of nature through stunning pictures, and then sharing those images through a network that underpins our commitment to protecting nature.”
The campaign’s television commercial will run in 40-, 30- and 20-second executions, with a 30-second version tailored for digital platforms. It was directed by Bob Harlow at Blink and produced by Vodafone’s creative agency New Commercial Arts, which has also produced all other executions of the campaign.
The commercial focuses on scenes of nature thriving in an urban environment, seen through the eyes of young skateboarders using Apple iPhone 14 Pro models. Through images of flowers growing through cracked paving and a bird’s nest nestling in a city’s traffic light, the commercial aims to drive a newfound appreciation of nature facilitated by the advanced imaging technology of the iPhone 14 and iPhone 14 Pro models.
The campaign will run in Germany, Italy, Spain, Ireland, Portugal, Greece, Czech Republic, the Netherlands, Hungary, Romania, Turkey and Albania. Media purchasing for all territories will carried out by Dentsu/Carat.