CoopVoce Launches Its New Brand Positioning with BBDO Italy Through a Story Blending Irony and Spirituality

Following its success in CoopVoce’s creative pitch, BBDO Italy has unveiled the mobile operator’s new brand campaign, marking the debut of both its refreshed strategic positioning and its new creative platform.

The campaign unfolds across two films. The first has been on air since June 7 across TV, connected TV, digital channels and radio, while the second will launch during the summer. In both stories, the protagonists embark on a genuine journey of self-discovery as they try to remember who their mobile operator is. Their introspective quest ultimately leads them to a simple yet profound realization: the operator that gives you the most is the one that gives you the fewest worries. Throughout the films, the service’s key benefits are recalled and repeated by the customer-protagonists like a mantra.

Reinforcing the concept is the brand’s new positioning and payoff, “Less Worries, More CoopVoce,” which takes both the characters and the audience on a cinematic journey through spectacular settings and memorable personalities. The result is a fast-paced, witty narrative that establishes a distinctive and instantly recognizable brand language.

Both films were shot in Thailand and produced by Withstand with the support of Living Films, one of the country’s leading internationally recognized production companies. The campaign was directed by British filmmaker Josh Cohen, with cinematography by award-winning Director of Photography Aril Wretblad.

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