Phone It In
Brand: SkinnyAgency: Colenso BBDO Auckland2023FilmVideo · YouTube
The idea
Record Skinny customers reading tiny fragments of radio ads over the phone, then assemble their voices into the campaign.
Timeless principle
Turn budget limitations into participatory entertainment.
Why it works
A low-cost production method becomes the distinctive sound of a low-cost mobile brand. The roughness is charming because it proves the premise and gives customers authorship. Skinny makes thrift feel inventive rather than cheap.
