The brief was simple: create a campaign which would boost Vodafone's presence in the extremely competitive retail world. It had to be unforgettable; short, EPIC, and contain no more than two words.

Well, when something is truly great, it becomes a given, something that our brain naturally gravitates toward. It ends up being so profound that even random people can understand and recognise each other through the fact that they share this experience, and a common language for those who get it.

The brief was simple: create a campaign which would boost Vodafone's presence in the extremely competitive retail world. It had to be unforgettable; short, EPIC, and contain no more than two words.

Well, when something is truly great, it becomes a given, something that our brain naturally gravitates toward. It ends up being so profound that even random people can understand and recognise each other through the fact that they share this experience, and a common language for those who get it.

The brief was simple: create a campaign which would boost Vodafone's presence in the extremely competitive retail world. It had to be unforgettable; short, EPIC, and contain no more than two words.

Well, when something is truly great, it becomes a given, something that our brain naturally gravitates toward. It ends up being so profound that even random people can understand and recognise each other through the fact that they share this experience, and a common language for those who get it. We're not just selling a product; we're giving people a word. A word that unlocks the tech they want. A word that connects them. The word is Flex. This campaign introduces Vodafone Flex not as a new product, but as a cultural shorthand; something you simply get. Like a secret handshake for a new generation of tech-savvy consumers – creating a tribe of "Flexers" who recognise one another and understand the game with just one word.

We're not just selling a product; we're giving people a word. A word that unlocks the tech they want. A word that connects them. The word is Flex. This campaign introduces Vodafone Flex not as a new product, but as a cultural shorthand; something you simply get. Like a secret handshake for a new generation of tech-savvy consumers – creating a tribe of "Flexers" who recognise one another and understand the game with just one word.

We're not just selling a product; we're giving people a word. A word that unlocks the tech they want. A word that connects them. The word is Flex. This campaign introduces Vodafone Flex not as a new product, but as a cultural shorthand; something you simply get. Like a secret handshake for a new generation of tech-savvy consumers – creating a tribe of "Flexers" who recognise one another and understand the game with just one word.