Cell C are our brilliant cellular network client and they decided that it would be best to rid the world of this irritation. But it doesn't make strategic sense for a cellular company to tell people to turn their phones off. So 'switch to silent' was born.
Problem
Ever been to a movie and some bugger's phone starts ringing? Of course you have. Did you throttle him? Well almost.
Result
Client service heroine, Joy Turnbull, briefed us eager creatives (Trevallyn Hall on the mac and Stu Stobbs on his ear) and we jumped to it. We slogged it 24 hours a day, 7 days a week, through the snow and sleet and hail. And then we cracked it. Lets take movie scenes and get the actors to 'speak in cellphone' at crucial points. Yeah that'd be laf! So we chose 3 genres - classic, western and action and shot them. That's pretty much it.