Will Arnett for Freedom Mobile

//  08.07.18


You deserve more data. You deserve Freedom.
Will Arnett sends Canadians a message in new Freedom Mobile ad campaign created by Rain.

Freedom Mobile takes bold new approach to show Canadians it is possible to get more from their wireless provider.

Freedom Mobile has unveiled a bold new advertising campaign that highlights the expensive pain points that consumers often experience with their wireless service and shows Canadians that they can get more value through Freedom Mobile.

Launching in Ontario, Alberta and B.C. markets today, the new ad campaign is headlined by Emmy- nominated Canadian actor Will Arnett, who acts as the champion for the average wireless consumer in Canada. In the campaign, Mr. Arnett’s character is the unwavering voice of truth that seeks to expose unreasonable industry practices for data overages while demonstrating that Freedom Mobile is giving Canadians access to the data they need to manage their mobile lives.

“This campaign challenges the conventions of the Canadian wireless industry by taking aim at the practices that charge wireless users astronomical fees when they go over their data limits,” said Paul McAleese, President, Wireless, Shaw Communications. “Transparency means being open and honest with customers to provide a simpler, better and more affordable wireless experience. There are no surprise fees with Freedom Mobile — what you see is what you pay.”

“Using Will Arnett as a whistleblower gives us a lot of opportunity to extend the campaign,” adds Duncan Porter, VP, executive creative director at Rain. “He’s not the stereotypical polite Canadian, but he still enables us to deliver straight talk to the audience in a fun and engaging manner.”

Building on the brand’s momentum since introducing its data-rich Big Gig plans last year, Freedom Mobile is now targeting the problems consumers face when exceeding their data limits. Data overage fees in Canada have recently hit new levels, with prices now reaching as much as $100/GB at some carriers. According to the CRTC’s 2017 Communication Monitoring Report, the Canadian wireless industry charged consumers more than $1.2 billion in excess data fees in 20161, with certain carriers doubling their overage rates in the time since then.

“Over the past year we have quietly established Freedom as a true disruptor in the category,” adds Laura Davis-Savile, VP, Head of Strategy at Rain. “With this campaign, we are really proving that they are the brand to end mobile compromise and give Canadians what they truly need to live their increasingly mobile and data-heavy lives.”

Freedom Mobile recently announced a new line-up of entry-level price plans in July, following the launch of its popular Big Gig plans late last year. Freedom Mobile’s Big Gig plans includes 10 gigabytes of data for just $50 a month with Digital Discount, which allows subscribers to receive a monthly $5 discount when they opt for Auto Pay and My Account registration. Unlimited Talk and Text is available for an additional $10. More information on Freedom Mobile’s plans can be found at FreedomMobile.ca/backtoschool.

Developed by Toronto-based agency Rain, Freedom Mobile’s advertising agency of record, the campaign launches just in time for the back-to-school promotional season and includes a mix of traditional radio, television and outdoor, along with digital video and banners and social advertising.

Freedom Mobile Inc. is an indirect wholly owned subsidiary of Shaw Communications.

Toronto's Dundas Square

Toronto’s Dundas Square

Title: Back To School Campaign ft. Will Arnett “You Deserve Freedom”

Client: Freedom Mobile Inc.
President: Paul McAleese
VP Wireless Strategy: Paul Deverell
Advertising Manager: Eden Kline, Katie Snider
Manager, Brand & Social Media: Amalia Stevens
Lead, Social Media: Natasha Van Der Grinten

Agency: Rain
VP, Executive Creative Director: Jane Murray, Dave Stubbs, Duncan Porter
Art Director: Chris Barrett, Mario Gelleny, Natasha Wittke, 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: Elizabeth Delost
Account Supervisor: Amanda Tucci, Mai Sivakumar
Account Executive: Mackenzie Lyster, Linsey Kampf
Account Coordinator: Annabel Harding, 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
Print Producer: Agnes Fekete
Digital Producer: Jaimie Brunton
Developers: Cody Schreiber, Joel Masson, Julia Kim, Shawn Santiago
Quality Assurance: Jaimie Brunton, Cody Schreiber, Joel Masson, Julia Kim, Shawn Santiago
Project Manager: Agnes Fekete
Graphic Artist: Chris Rayner, Stephanie Kelly, Dylan Hamilton, Corey Webers

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
Producer: Amanda Cuda

Prost Production: Alter Ego/Fort York VFX
Colourist: Wade Odlum
VFX Artist: Paul Binney
Executive Producer: Erica Bourgault-Assaf

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

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