Dance

Background

In mid-2008 Saatchi & Saatchi unveiled a new campaign idea for T-Mobile around the line ‘Life’s for Sharing’, which supported the company’s positioning as the best-value network. The brief was to create an event that people would want to take part in and then share with each other. In doing so, it would reaffirm T-Mobile’s belief that the brand is all about establishing and nurturing relationships.