We relaunched Lebara as a brand advocating for its client base - the migrants who are increasingly stigmatized across Europe.
In the contentious political cultural moment we’re going through our work can have a strong imact if it takes a stand. Consumers expect this and it can help stretch a small budget to get more attention. Lebara is a small challenger telco operating across Europe. They’ve historically marketed to migrants by branding bodegas and groceries in historically immigrant communities.
As we brought them to market on digital for the first time, we collaborated on this strong tone of voice. I’m so proud of the bravery of clients willing to take this stand. And it worked - view through rates over 50% were well above benchmark for this low-emotional-investment category.
Agency \\ VaynerMedia London
VP, Group Creative Director \\ Ryan Murphy
Associate Creative Director \\ Chris Rush
Art Director \\ Fatima Nota
Copywriter \\ Folarin Akinmade