Choose Community for giffgaff | campaign

Together with giffgaff, we created a campaign that aims to shine a light on great communities and the people who build them.

Starting in September 2018 up to July 2019, we researched, produced and delivered one video a month to support the campaign, together with an Instagram-friendly photo-series. Each Choose Community shoot is intimate: we limit our crew to make sure no one feels self-conscious to speak on the camera. We’re there to listen, not create our own narrative. The campaign has been massively successful, over-delivering on all benchmarks and helping position giffgaff as a community-first brand. All videos ran as a YouTube pre-roll ad, and each has surpassed YouTube’s own VTR & CVTR benchmarks.
We first met Bobby Kasanga, the man behind Hackney Wick FC in September 2018, just as Choose Community started. We interviewed him in an old pie and mash cafe in East London and were impressed with how selfless and kind he is. Fast forward to spring 2019 when we all planned giffgaff’s Father’s Day campaign. The aim was to create something that felt true to the brand and celebrated not just biological dads, but the father figures who work tirelessly to make a change. Who better than the man who turned his own life around to provide opportunities to kids who don’t get that many?
A neighbourhood where everybody helps each other isn’t just a utopian dream but a real place along the River Cam where a community of people live on boats. We showcased their more sustainable way of life in June 2019 – back when the campaign was called Small’s a Community.
Incredible Edible grows food in public spaces for people to have. The community project feeds those in need and works with volunteers who struggle with their mental health. It builds on the sharing, caring attitude that forms one of giffgaff’s brand foundations, so we featured the nonprofit as part of giffgaff’s Choose Community campaign in April 2019.
We have delivered thirteen videos in total, from a seniors’ IT club to an LGBT gaming community. Thank you to Layla West from giffgaff who co-authored the series with us & our incredible team: Monika Baran and Joe Taylor. All videos are available to watch on giffgaff’s YouTube channel here.