Overview

Low-income consumers face growing stress and uncertainty with the ACP wind-down and changes to other government benefits. Assurance Wireless serves as a quick, easy, and reliable lifeline to help them stay connected. The Way to Go social campaign was created to inspire customers to embrace connectivity as a tool for personal and professional growth. Through aspirational messaging and engaging visuals, the program celebrated customer success stories and encouraged users to take their next steps with Assurance Wireless.

Insight: Assurance Wireless provides free data, texts, talk minutes, and a smartphone, empowering users to stay connected wherever their journey takes them.

Idea: Showcase everything users are now free to "GO" do, thanks to their connection on America’s largest 5G network. That’s Wireless that’s Worryless.

Responsibilities: Creative Direction, Concept Development, Art Direction

Agency: MERGE

Creative Approach

The creative for the campaign captured the unpredictable journey of life, using a dynamic map graphic to represent how connections take you in all directions. The word "GO" was bold and prominent, emphasizing empowerment, with "Way to" subtly leading the message. The tagline, “Wireless that’s Worryless,” tied it all together, reinforcing Assurance Wireless as a dependable partner in staying connected, no matter where life leads.

We executed a series of social videos that showed people going about their days, showing now matter where you go, Assurance Wireless will keep you connected. The “GO” graphic was the central focus, as the various stories played out. In addition, we created another series of Prospecting and Retargeting videos.

My Role

As Associate Creative Director, I played a key role in shaping the Way to Go social campaign, collaborating with a talented team to develop aspirational messaging and bold visuals that resonated with Assurance Wireless's diverse customer base. I contributed to the conceptual development, oversaw the creative execution of videos, and ensured the messaging aligned with the brand’s mission of empowering users through connectivity.