Freedom Mobile promotes its “Big Binge Bonus”

//  11.22.18


New holiday campaign from Toronto’s Rain is the second to feature Canadian actor Will Arnett
Canadian funnyman Will Arnett is reprising his role as a champion for the everyday wireless customer in a new holiday campaign for Freedom Mobile.

Developed by Toronto agency Rain, the campaign is promoting Freedom’s limited-time “Big Binge Bonus” – 100-gigabytes of bonus LTE data that can be used in addition to customers’ monthly allotment at no additional cost.

The holiday-themed campaign is built around a pair of 30-second commercials featuring Arnett in his guise as a whistle-blower, calling out the injustices of rival telcos’ often restrictive data plans.

The first spot, “Overdoing It,” sees Arnett hilariously pointing out the various ways Canadians “over-do it” during the holidays, from over-eating and over-sleeping, to going overboard on their data plan, leading to onerous overage changes.

In the second spot, “Snow Globe,” Arnett talks with a young girl admiring a snow globe, noting that the snowmen inside are trapped “just like mommy and daddy in their expensive data plan.” He then tosses aside the snow globe in favour of one promoting the 100GB Big Binge Bonus. “Are you Santa?” the young girl asks as Arnett walks out of the house. “Something like that,” he responds.

The campaign is aimed at helping Freedom Mobile stand out from its competitors during the holiday period, when consumers are inundated with telco advertising. The ads feature the tagline “That’s Freedom.”

“We know this is one of the busiest times of the year in the telco sector, and this campaign and offer allow us to be disruptive at a market-heavy time – much like we did with our Back to School Campaign with Will,” says Dave Stubbs, Rain’s VP, Executive Creative Director.

The TV spots are part of an integrated campaign that also features radio and out-of-home, in addition to digital video, banners and paid social.

Title: Holiday Campaign ft. Will Arnett “100GB Binge Bonus”

Client: Freedom Mobile Inc.
President: Paul McAleese
VP Wireless Strategy: Paul Deverell
Advertising Managers: Eden Kline, Katie Snider

Agency: Rain
VP, Executive Creative Director: Jane Murray, Dave Stubbs, Duncan Porter
Art Director: Natasha Wittke, Chris Barrett, Travis Lalonde, Richard Lantz,
Copywriter: Megha Kumar, Jason Ip
General Manager: Christine McNab
VP, Head of Production: Camielle Clark
VP, Head of Strategy: Laura Davis-Saville
Strategic Planner: Liam Brown
Account Director: Connor Scallon, Liz Delost
Account Supervisor: Amanda Tucci
Account Executive: Linsey Kampf
Account Coordinator: Letty Castillo
Media Strategists: Andrea Parnel, Tammy Gardner, Vanessa Herz, Neha Verma Nargas, Steven Gural
Public Relations: Chethan Lakshman, Nick Poirier
TV Producer: Camielle Clark
Digital Producer: Jaimie Brunton
Developers: Cody Schreiber, Joel Masson
Quality Assurance: Jaimie Brunton, Cody Schreiber, Joel Masson
Print Producer: Agnes Fekete
Graphic Artist: Chris Rayner, Stephanie Kelly, Dylan Hamilton

Production Company: Steam Films
Director: Geordie Stephens
Executive Producer: Krista Marshall
Line Producer: Gill Gardner
Director of Photography: Ian Macmillan

Editorial: Married to Giants
Editor: Ryan Hunt
Assistant Editor: Liam Crawford
Executive Producer: Denise Shearer

Transfer: Alter Ego
Colourist: Wade Odlum

Post Production: Wingman VFX
VFX Artist: James Andrews
VFX Asst: Jonny Ames
Executive Producer: Samantha Simpson
Producer: Jenna Edwards

Audio House: Vapor RMW
Executive Producer: Kailee Nowosad
Music Director: Ted Rosnick
Voice Director: Karen Goora
Engineers: Ryan Chalmers

Photography: Westside Studio
Photographer: Matt Barnes
Executive Producer: Jill Heinzman
Producer/Assistant: Natalie D’Urban

Advertising, Mobile