EE Pushes 'The Most Powerful iPhone Deserves the Best Network'

EE, the UK’s best network, has today launched its new campaign, ‘The Most Powerful iPhone Deserves the Best Network’. Created by Publicis Groupe UK’s cross agency team, the work shows why EE is the perfect partner for the all-new iPhone 17 Pro which debuted this autumn.

Rooted in the insight that 76%* of EE’s iPhone customers live in busy, high traffic areas, the campaign demonstrates how only EE can unlock the full potential of Apple’s most powerful iPhone yet. With EE’s 5G+ offering great connectivity even in the busiest places, EE ensures iPhone 17 Pro users can stay seamlessly connected, when they need it most.

The fully integrated campaign spans AV, Out of Home (OOH), Audio, Social, Online Video, Performance Max and Display, and has been crafted by a cross-agency team from Publicis Groupe. All paid media has been planned and bought by the OpenConnect team at WPP Media and OOH agency, Posterscope.

The campaign launches with a 30-second film, Hidden Treasure, by Saatchi & Saatchi, across BVOD. The film follows a young woman navigating her way through an artisan market at 5:08am, a peak time for car booting, with a new iPhone 17 Pro in hand. She dives into the chaos in search of a rare gem - what she discovers is much more. She captures the spontaneity of the moment: snapping photos, researching items, bartering with vendors and making seamless payments. She picks up prized items, facetiming as she goes and snapping selfies with her friends using the new ‘centre stage’ feature. Set to the sound-track Make it Mine by The Shamen, Hidden Treasure shines a spotlight on how the iPhone 17 Pro, powered by EE, keeps customers effortlessly connected - enabling them to unlock opportunities and make the most of every moment.

The wider campaign is supported by social from Boomerang which runs with the message that the most powerful iPhone deserves the best network, as well as in-store assets created and led by LeSHOP. 

Kelly Engstrom, Brand and Marketing Communications Director at EE commented: “We are delighted to offer the new iPhone 17 on the UK’s best network. Our new campaign brings to life how the most powerful iPhone, when paired with the speed and reliability of EE’s network, enables customers to stay seamlessly connected and make the most of every moment, when they really need it. With our 5G+ offering great connectivity even in the busiest places, EE’s network combined with the iPhone 17 means everyday moments like bargain hunting in a busy market for your next Vinted sale can be made even better”.

Chris Townsend, Group Creative Director, Saatchi & Saatchi, said “EE reflects real life: chaotic, competitive and full of opportunity. When you’re on the move technology is the most essential tool for cutting through the noise - you can research, verify and discover hidden gems at speed. Our campaign shows how with the iPhone17 on EE’s unbeatable network, seamless connectivity can empower people to explore, create and share.

This campaign captures the magic of finding a hidden gem before anyone else and the role technology plays in enabling that moment. With the iPhone 17 and EE’s unbeatable network at the heart of the story, we wanted to show how seamlessly connected experiences can empower people to explore, create and share.”

The iPhone 17 line-up is available with a wide range of EE price plans with trade in options available. 

To find out more on the iPhone 17 with EE, visit http://ee.co.uk/newiphone. 

CAMPAIGN TITLE: iPhone 17 Launch

CLIENT: EE

ADVERTISING AGENCY: Saatchi & Saatchi

CHIEF CREATIVE OFFICER: Ben Mooge

EXECUTIVE CREATIVE DIRECTOR: William John

GROUP CREATIVE DIRECTOR: Chris Townsend

SENIOR CREATIVES: Matt Robinson, Tom Wrigglesworth

GROUP PLANNING PARTNER: Olivia Stubbings

PLANNING DIRECTOR: Will Moore

SENIOR PLANNER: Catherine Gaunt, Bridget Moyle

MANAGING PARTNER: Eilidh McGregor

ACCOUNT DIRECTOR: Joe Dowson, Alexandra Burchett

ACCOUNT MANAGER: Ciara McCarthy, Nadège Jourdan

HEAD OF INTEGRATED PRODUCTION: Rachel Solomon

SENIOR PRODUCER: Brett MacDonald

JUNIOR PRODUCER: Josh Clark

BUSINESS AFFAIRS MANAGER: Dan McPhilimney 

SOCIAL AGENCY: Boomerang

BUSINESS DIRECTOR: Emma Hibbitt

ACCOUNT DIRECTOR: Joanna Saywood

STRATEGY PARTNER: Mathieu Abet

PRODUCER: Crystal Matthews 

ASSOCIATE CREATIVE DIRECTOR: Benjamin Rutherford, William Boehm

CREATIVE: Etty Flynn

MOTION DESIGNER:  Michael Maxwell

RETAIL AGENCY: LeShop

CREATIVE DIRECTOR: Mike Tran

SENIOR DESIGNER: Adriano Fidalgo

MOTION DESIGNER: Babajide Amusu

BUSINESS LEAD: Charlotte Johnston

PROJECT MANAGER: Ali Boanas-Smith

ACCOUNT MANAGER: Morgan Beckwith

AV PRODUCTION COMPANY: Somesuch

DIRECTOR: Charlotte Regan

EXECUTIVE PRODUCER: Daniella Manca 

HEAD OF PRODUCTION: Georgina Fillmore 

PRODUCER: Andrew Rawson 

1ST AD A UNIT: Tom Wynborne

1ST AD B UNIT: Spencer Wilson

DOP: Christopher Sabogal 

EDIT Stitch 

EDITOR: Phil Currie 

MD: Angela Hart

POST-PRODUCTION: Time Based Arts 

VFX SUPERVISOR: Jamie Crofts

PRODUCER: Jo Gutteridge, Matt Squires

COLOURIST: Simone Grarrarola, Daniela Rotaru

AUDIO POST-PRODUCTION: Factory Studios 

SOUND DESIGN & MIX: James Utting 

AUDIO PRODUCER: Emily Thomas 

MUSIC SUPERVISION: Wake The Town

MUSIC SUPERVISOR: Maiken Silverup

CASTING: Lauren Evans Casting

OOH PRODUCTION COMPANY: Prodigious London

HEAD OF DESIGN: James Crickmore

LEAD DESIGNER: Simon Hadassi

SENIOR DESIGNER: Dan Bailey, Anna Hahto, Graham Puttock, Kumal Shah

LEAD MOTION DESIGNER: Marco Balducci

MOTION DESIGNER: Blake Hart-Wilson, Anthony Lefay, Sally-Amy Ngwenya

SENIOR PROJECT MANAGER: Adrian Reilly 

SENIOR CREATIVE ARTWORKER: Dean Vuckovic, Darren Rolfe, Bruce Wallace

Open Connect

Neil O’Connor – Planning Lead
Dima Marotti – Business Director
Meghan Royden – Planning Director
Elle Langton – Associate Director
Lauren Longhurst – Senior Media Planning Executive
Kyle Williams – Business Director
Kate Houston – Media Activation Executive
Ishaq Miah – AV Account Director
Milo Devlin – Media Activation Manager
Gemma Downes -  Media Activation Executive
Aman Saram – Programmatic Account Manager
Yasiga Kamal – AV Account Manager
Zainab Osman – Paid Search Senior Associate Director

Posterscope

Tom Murrihy, Planning & Buying Director
Rowan Gillette-Fussell, Planning & Buying Senior Executive