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Editor’s Pick. T Mobile ‘Welcome Home’ advert

Agency: Saatchi & Saatchi

Client: T Mobile

T-Mobile’s ‘Welcome Home – the latest in the mobile network’s ‘Life’s for Sharing’ campaign – sees passengers passing through London’s Heathrow Airport Terminal 5 being greeted by a crowd of 300 people (including T-Mobile staff and customers).

The crowd spontaneously bursts into synchronised song, giving the weary travellers a welcome home they will never forget.

The uniquely talented ensemble consists not only of ‘traditional’ singers, but of a ‘vocal orchestra’ - vocalists using their voices to recreate the sound of instruments including guitars, violins, cello, flutes and drums.

The arriving passengers are greeted personally by members of the eclectic crowd, performing songs taken from a tracklist compiled specifically for welcoming travellers back home.

The tracklist, which is being performed by singers in acapella and accompanied by the ‘vocal orchestra’, includes ‘At Last’ by Etta James, ‘Comin’ Home Baby’ by Mel Torme, ‘Return of the Mack’ by Mark Morrison, ‘I am the Passenger’ by Iggy Pop and ‘I Knew You Were Waiting (for me)’ by George Michael & Aretha Franklin.

The ‘Welcome Back’ spectacular for T-Mobile was filmed by 18 different hidden cameras, in order to capture the real reactions of people witnessing the event.

It was the edited and broadcast in less than 48 hours to launch.

AJR
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