Vodafone unveils ‘Together We Can’ as new global brand positioning

Campaign 31 Mar 2021 09:04

Vodafone has unveiled “Together we can” as a new global brand positioning that “celebrates what the human spirit can achieve when combined with technology”.

The British telecom company is looking to position itself beyond mobile telephony as a broader technology business and has used New Commercial Arts, the London-based agency start-up, for the strategy and the campaign.

Vodafone launched “The future is exciting. Ready?” as its previous brand positioning only three-and-a-half years ago in October 2017 and Anne Stilling, the global director of brand and media, said the company decided to update the positioning “faster” than planned because of the coronavirus pandemic.

Tom Green, who has shot TV series including Misfits and Blackout, has directed the ad, which features a girl travelling the world and asking questions about key issues around inclusion, planet and disease.

Vodafone said the new brand positioning was “inspired by consumer research” that showed the role of technology in people’s lives “has evolved from something that simply excites people on a personal level, to something that plays a more meaningful role in the world at large, in particular, on issues such as sustainability and societal development”.

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