HOW TO DEAL WITH ENVY 

2018 WINTER
OLYMPICS 

After being voted the UK's #1 Network for 7 years in a row, EE employees were days away from being some of the most envied players in phone-biz.

Unfortunately, during the pandemic, they were working from home. And just like everyone else, they felt ‘disconnected’ from the company.

The IOC in cooperation with UNHCR asked people around the world to “donate” their physical activity so more refugees would be able to have access to light. Users of apps including Fitbit, Strava and Moves connected their fitness trackers to the campaign’s hub online to start tracking and converting their steps into solar-power lighting. For each step taken, one “spark” was donated to the Mahama refugee camp in Rwanda.

How can we make them feel reconnected to the company [virtually], get them excited about the Expect Network Envy campaign launch and help them understand the power of the EE network? Well, with the unhelping hand of Joe Wilkinson. We created a sketch comedy meditation session that trained them in how to spot, deal with, and relieve themselves of envy. 

My contribution to this campaign was the idea for the digital brand activation. During the pitch process I worked closely with Malin Hanas, CD at Poke, who led the digital activation and Nick Farnhill, CEO at Poke/Publicis London. The campaign was produced and brought to life by Publicis/Poke team after I left the agency.