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Company: Boost Mobile, Irvine, CA
Company Description: Boost Mobile, a division of Sprint Nextel, offers wireless phones and services with no contracts or activation fees, and was named 2009 North American Prepaid Mobile Service of the Year by analyst firm Frost & Sullivan. Boost had a net add of 777,000 customers in 2Q09, the highest quarterly net adds reported by any US carrier since 2005.
Nomination Category: Advertising Awards Categories
Nomination Sub Category: Telecommunications - Campaign

Nomination Title: Unwronged

1. The date on which the media element(s) in this entry was first run, aired, or otherwise made public in the U.S.A.:

February 22, 2009

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

Boost Mobile’s marketing campaign, ‘Unwronged,’ positions Boost Mobile and its
groundbreaking $50 Monthly Unlimited plan as offering wireless consumers
tremendous value with predictable payments, no contracts and a dependable
nationwide network while taking aim at competitor shortcomings including nasty
hidden fees, shoddy networks and flimsy phones. Launched in February 2009,
Unwronged successfully re-introduced the Boost Mobile brand through arresting
and iconic creative including TV, radio, print, out-of-home and digital
elements resulting in the highest brand awareness levels in the company’s
history and an impressive 2.1 million new customers gained in the first three
quarters of 2009.

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency/City: 180 LA/ Santa Monica
Client: Boost Mobile
Art Director: Phillip Cho, Peter Vattanatham, Erwin Federizo
Creative Director: William Gelner Executive Creative Director; Creative
Directors Grant Holland
Gavin Milner, Joel Rodriguez, John Matejczyk
Executive Producer: Peter Cline
Senior Producer: Colleen Wellman
Print Producer: Casey Navarro
Project Manager: Nili Zadok
Account Director: Ana Esteban
Account Manager: Alia Seraj
Account Executive: Cassie Jackson
Producer: Jerry Solomon Executive Producer
John Duffin Head of Production

Production Company/City: Epoch Films, Beverly Hills
Matt Aselton Director
Writer: Eric Helin, Amir Farhang
Web Development Firm/City:
Live Action Effects Supervisor: J. Alan Scott
Key Artist: John Cherevka

Additional Credits for PIG
Legacy Effects
Live Action Effects Supervisor: J. Alan Scott
Key Artist / Puppeteer: Jeramy Aiello
Key Artist / Puppeteer: Akihito Ikeda
Pig Suit Performer/ art department: Jeff Deist
Mechanical Design/ Puppeteer: Dave Covarrubias
Lip Synch technician/ Puppeteer: Rodrick Khatchatoorian
Key Artist: John Cherevka
Hero Pig Voice: Eric Helin

Cutbacks
William Gelner Executive Creative Director
Grant Holland Creative Director
Gavin Milner Creative Director
Phillip Cho Art Director
Graham Doughlas Copywriter
Colleen Wellman Senior Producer
Chad Bettor Account Director
Kirk Johnsen Account Manager
Cassie Jackson Account Coordinator
Peter Cline Executive Producer / Managing Partner

Print

Cosmopolitan September—Designers: Nick Holt , Russ Rommelfanger

ESPN September—Designers: Joaquin Kavin , Russ Rommelfanger

Boost Holiday Ad—Designers: Alissa Mccawley, Russ Rommelfanger

OOH

Beware of Hidden Fees Times Square 3-D—Designers: 180LA, Russ Rommelfanger

UN’screw’D Chicago Iconic Wallscape—Designers: 180LA, Russ Rommelfanger

UN’hose’D Showcase Shelter—Designers: 180LA, Russ Rommelfanger