BT

I wrote the copy for the digital and social assets in BT's first brand campaign since its new brand platform: 'Be There'.

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The 3-month nationwide campaign included big ticket media placements like Waterloo Motion, YouTube Home Page Mastheads and Instagram Stories. 

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The brief was to use existing visual assets from the TV campaign but re-frame these to resonate with a host of national events, such as Father's Day, the World Cup and Bank Holidays. This was a media strategy to maximise on existing national positivity. The copy lines were therefore crucial to deliver the desired effect.