BIMA Awards 2006 - B2B

Bringing a business-to-business campaign to life is not always easy. Vodafone's brief to Dare was to promote mobile office solutions to business people.

Dare sought to take this potentially dry topic and develop something that engaged the audience, but pushed the main message - how business can be made easier through Vodafone's mobile services and help remove the stress associated with a desk-bound working life. To achieve this, it went leftfield. The agency said: "Having your office on your mobile means you don't need a desk anymore, so we decided to build a two-tonne steel crusher and let businessmen choose the kind of boring desk they would like to see pulverised before their very eyes."

Footage of six kinds of desk being crushed were featured, after which information on hoe Vodafone's mobile services could help was displayed, including Flash demos. The campaign ran from May to December this year.