The site: http://tools.giffgaff.com

giffgaff is the first people powered mobile network. It is supported by O2, the uk's biggest mobile brand. Our idea was to use the public to help power the launch campaign by giving them interesting 'tools' to do it. They recieved free calls for a year as an incentive. We are getting hundreds of thousands of hits from increasing number of quirky UGC video content.

Advertising Agency: Albion, London, UK
Creative Director: Nick Darken, Andre Moreira
Art Director / Copywriter: Teddy Keen

See original: giffgaff: Tool hire