T-Mobile in the UK has launched an advertising campaign with the aid of a flash mob dancing in London’s Liverpool Street Station. At 11.00 am, on Thursday 15th January, 350 dancers surprised commuters passing through the railway station. The three minutes of synchronized dancing was captured on ten hidden television cameras, edited and premiered during an entire ad break in Celebrity Big Brother on Channel 4, at 9 pm on Friday 16th January.
Lysa Hardy, head of brand and communications at T-Mobile, said: “‘Dance’ brings to life the fact that there are often unexpected, wonderful, exciting things that happen that you want to be able to share with your friends and family.
Click on the image below to play the video in YouTube (HD)
The YouTube Channel
The T-Mobile Life is For Sharing YouTube channel features the 3 minute video, a shortened version, a teaser, footage from the rehearsal (done at night) and reactions from the public. Members of the public are invited to create their own dance videos to share with others, or just watch great dance videos from the world of YouTube in the Dance Hall of Fame.
The T-Mobile Dance campaign was developed at Saatchi & Saatchi, London, by copywriter Steve Howell, art directors Paul Silburn, Kate Stanners, Rick Dodds, and agency producer Ed Sayers.
Editor was Diesel Schwarze. Post production was done at The Mill, London, by producer Matt Williams, colourist Paul Harrison, lead Flame artist Andrew (Barnsley) Woods, and Flame artist Jonathan Westley.
Dancing was arranged by Australian choreographer Ashley Wallen, London.
Audio post production was done at 750mph, London.
The eight music tracks used in the Dance spot were “Shout” (Lulu, 1964), “The Only Way is Up” (Yazz, 1988), “Dontcha” (Pussycat Dolls, 2007), “Blue Danube Waltz” (Johann Strauss, 1867), “Get Down on It” (Kool & The Gang, 1981), “Since You’ve Been Gone” (Rainbow, 1979), “My Boy Lollipop” (Millie Small, 1964), and “Do You Love Me?” (Contours, 1962).