New EE Launch
Experiential / Interactive / Brand (re)Launch
PROBLEM
In 2022, EE launched the biggest integrated campaign since its inception in 2012, a brand elaunch.EE aimed to be the most personal and customer-focused brand in the UK but needed an experiential aspect to help communicate this mission effectively.
SOLUTION
We created a series of interactive light sculptures in major cities across the UK. Hit the ‘MORE’ button to win anything from a free drink to a huge digital bundle. These sculptures highlighted EE’s four new need states (GAME, HOME, WORK, LEARN).
EXECUTION
The execution involved participation from the initial concept design to the oversight of final delivery, including acrostic, set build, screen animations, user interaction, and immersive gif experience.
RESULTS
The campaign planned to activate at seven locations but was reduced to three (London, Glasgow, and Newcastle) due to major storm disruptions. Despite this, 6,578 consumers engaged, 180 tech prizes were won, and 5,826 hot drinks were served.
Indoor version of prize spinner
Screen content flow plan
Example screen animation interaction
(free coffee)
©2025 Josh Denton & respective clients