James Kydd, brand director for Virgin Mobile, said:
"Our Christmas camera phone promotion this year is all about getting your mitts on our super-buff range of mobile phones. We're building on our reputation for providing young, entertainment-hungry online users with irreverent new material by sponsoring a quirky bodybuilder animation series from 12foot6, the creators of last Christmas' cult Dog Judo [1] animations. In addition, we commissioned Rainey Kelly Campbell Roalfe/Y&R to create an eye-popping set of viral clips starring Super-buff Gran who has to be seen to be believed! All the creative material features in a new online connected marketing campaign planned and implemented by DMC to integrate with the forthcoming print, outdoor poster and radio strands of the promotion."
Wanna see the bikini-clad female bodybuilders, inckuding a super-buff granny in action? Head over to Superbuff.com [2], or hop straight to the Super buff granny movie [3] in Quicktime at DMC's site. The cheeky video clips in the campaign were made by 12foot6 and Rainey Kelly Campbell Roalfe/Y&R.
Read more to see the press ads that go with it.
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