Glossy partnered with Toronto-based Camp Jefferson and Koodo Mobile on the launch of its new brand platform, “Choose Happy.”
From the bottom up, Koodo’s new platform is mobile-optimized, engineered from the digital world to the traditional, hearkening to how people now predominantly consume their content. In developing the platform, Camp Jefferson’s creative exploration started with the most important screen in people’s lives — the mobile phone — and was inspired by the ‘bite-sized’ content people seek out and want to share. The result was a brand platform that references the responsive grid-based thinking of the digital realm, that’s highly flexible and can be sliced and diced in different ways, and easily deployed across a range of media. “Choose Happy” will be an enduring platform with work rolling out consistently over the next few years.
Read the press release.
Here’s some of the traction on the new brand platform and the campaign around it. Communication Arts, Adweek, Marketing, Strategy, Applied Arts, Agency Spy, Ads of the World, Little Black Book, The Stable, Adeevee.