giffgaff's 'Ode to Bad' Shows How to Do Good for People and the Planet

Mobile network giffgaff has launched its ambitious new brand positioning, ‘We’re Up To Good’, reflecting its redefined strategy and vision of using connectivity for good. The new direction is being announced through a bold integrated creative campaign titled ‘Ode to Bad’.

Developed with giffgaff’s brand strategy and creative agency neverland, the We’re Up To Good platform brings to life giffgaff’s commitment to people and the planet, while leaning into its long history of challenging the status-quo and showing there’s a better way to do mobile. Aligning with audience and market insight, the new brand positioning reflects a consumer demand for businesses to be better, with data showing that people are increasingly looking to businesses to help lead positive change.

Launching with a cinematic 60” film, produced by Blink and directed by Nick Ball (ACIP & Shorts director of the year 2022), giffgaff share’s it’s genuine gratitude for all their competitor’s terrible behaviour, products, and services, and says a thank you to more broadly to bad behaviour for showing them how to be good.

This film will be running across TV, Cinema, VOD, and the campaign be carried across OOH, digital and giffgaff’s platforms with a bold new visual identity created as part of the development of the brand strategy. Designed to be highly accessible for people with visual impairments, the campaign’s design work brings to life giffgaff’s tone of voice in a playful way. 

Aligned with giffgaff’s values and becoming B Corp certified, the cross-channel campaign is a pivotal step in the brand’s evolution, highlighting what good should look like in a world of mass connectivity. The OOH placements also embody giffgaff’s B Corp commitments by prioritising partners with the strongest sustainable credentials where possible.

Media for the campaign was planned and booked by MG OMD, who began its partnership with giffgaff in January this year. 

Alexa Ponking, joint head of brand and advertising at giffgaff, said, “giffgaff’s new brand positioning comes at a key time for consumers when pricing is no longer the only driving factor when looking for a new product; they’re looking for value and values from the businesses they put their trust in. 

“We’re Up to Good, complemented by the Ode to Bad creative, provides a range of angles to demonstrate the positive lessons we’ve learnt from bad behaviour. It also represents an evolution of giffgaff’s core beliefs while continuing to put our members at the heart of everything we do by connecting to our key values.”

Noel Hamilton, executive creative director of neverland, said, “Thank you bad for showing us how to be good.”

James Thompson, executive director, client team of MG OMD, “We are incredibly excited to launch our first campaign with giffgaff. We share their belief that marketing can and should be more responsible; and that ambition has given us the opportunity to deliver a launch campaign with sustainability at its heart”