A Virgin Mobile USA consumer/trade promo booklet, designed by St. Louis' Core, with photography by Christian Weber, lived up to this client's outre reputation. "In a category run by big, staid telecom utilities, this book needed to be the antithesis of that," says Core strategy/account guy Jeff Graham. "We want the piece to position Virgin mobile as a challenger brand that seeks to put the consumer in control. It's not unlike how Virgin U.K. positions itself in just about every business it gets into: A consumer champion with a truly better idea. In the case of cellular, it's pay as you go vs. monthly bills." But the message is couched in what Graham calls "a hybrid of contemporary fashion photography and street art that immediately calls out the youthful, antiestablishment, irreverent spirit of the company."
Designers: Eric Tilford, Tony Gaddis Writers: Wade Paschall, Scotte Hardin, Todd Mitchell Strategy/Account: Jeff Graham Agency Producer: Rena Tassone Photographer: Christian Weber/CMP