Launching GiffGaff: We're Up To Good

Client: giffgaff

giffgaff is a telco brand with a conscience. Founded 15 years ago with the simple mission to do mobile better, they have always put their members at the heart of everything they do. By championing value, flexibility and transparency they continue to break the rules of a category not well-known for it’s fairness. In 2022 they achieved BCorp certification, committing to the triple bottom line of people, planet and profit. Next, giffgaff needed to relaunch their brand to reflect their new purpose, and developed a powerful new creative vehicle: ‘giffgaff – we’re up to good’. 

We learned that digital media (a mainstay of our communication plans) was as big a cause of carbon and greenhouse gas emissions as the airline industry; but was also the area of media that was seeing the most advancements in the Sustainability space. So we set about creating the biggest, most impactful brand relaunch moment possible, with digital channels were at the heart of our plan. But most importantly we had to ensure that every element of the campaign – from the creative production through to our media placements had to live up to the creative, it had to be ‘up to good’.