amaysim takes liberation to new levels, baring all in ‘Go on, feel amaysim’ work via whiteGREY

Award-winning Australian telco amaysim has today launched a new brand platform ‘Go on, feel amaysim’ with a tongue-in-cheek campaign developed by whiteGREY, which is a call to action for all Australians to break free and feel the thrill of affordable mobile freedom.

 

Set against the backdrop of soaring cost of living pressures, the campaign shines a light on the brand’s ongoing mission to liberate customers from the typical drawbacks associated with the telecommunications industry, enticing them to experience the freedom felt from breaking free from unnecessary telco expenses and worry. The message is brought to life in a quirky, creative film that sees everyday Aussies feel the raw freedom of affordability in amaysim’s fun, cheeky tone of voice, directed by accomplished Australian filmmaker and director Gracie Otto from Photoplay.

Jeddah Ryan, head of brand and communications at amaysim says she is thrilled to bring such a positive and fun campaign to market in tough times: “We’ve been providing excellent value and crazy customer love to over 1.4 million customers Australia-wide for well over a decade, but there are still many more Aussies who don’t know who we are or what our point of difference is. Given the current economic climate, it’s the perfect time to showcase the positive feeling our customers get when they ditch their telco for our affordable mobile freedom.

“We are excited to evolve our brand platform to drive the next phase of growth for our business and are sure that the thrill of a quintessentially Aussie nudie-run will capture attention in a noisy market. I mean, who doesn’t want to break free from big telco bills and feel amaysim? The film is bold but 100% authentic to our courageous brand. We’re thrilled to have worked alongside the talented team at whiteGREY and director Gracie Otto to bring the brand into its next stage of creative evolution.”

Says Chad Mackenzie, chief creative officer, whiteGREY: “We love a client who is prepared to go all in on building their reputation as a category disruptor. amaysim is that brand and they’re certainly going to stand-out in all the right ways.

“Working with Gracie and the team at Photoplay has been an absolute pleasure. The energy and invitation that comes through the film kicks off the new brand tone so brilliantly and really drives the call to arms around making a break for telco freedom. This is a brand platform that will really set amaysim apart in the category.”

whiteGREY’s remit included creative strategy – in consultation with strategy consultant, Manifesto – creative ideation, messaging framework and production.

The brand campaign will see a multi-format rollout across broadcast, digital and social, aimed at exciting Australians about the benefits of switching to amaysim versus a traditional telco. Learn more about at amaysim.com.au.

amaysim
Head of amaysim – Renee Garner
Senior Director, Sales & Marketing – Lisa Vitaris
Head of Brand & Communications – Jeddah Ryan
Brand & Campaign Manager – Sheryl Singh

Creative Agency – whiteGREY
Chief Executive Officer – Lee Simpson
Chief Creative Officer – Chad Mackenzie
Executive Creative Director – Joe Hill
Creative Director – Ronojoy Ghosh
Creatives – Kieran Adams, Tom Spicer & Grace Bortolazzo
Strategy Director – Brooke Thompson
Head of Production – Colin Tuohy
Group Account Director – Natalie Robinson
Account Director – Pat de Silva & Jacqueline Gualdi

Brand Consultant – Manifesto
Director – Lorenzo Bresciani

Media – AvenueC
Media Director – Clare Zappia
Business Director – Elena Giannini

Production – Photoplay
Director – Gracie Otto
Executive Producer / Producer – Emma Thompson
Executive Producer – Florence Tourbier
Stills Producer – Ross Colebatch
Photographer – Mark Clinton
DOP – Campbell Brown
Editor – Simon Njoo

Squeak E Clean Studios Music Composition & Sound
EP : Karla Henwood
Composer : Charlie White
Producers : Oliver Duke & Richie Buxton
Sound Engineer : Simon Lister
Head of Production : Emma Duncan

Post Production – White Chocolate