Poetic Pilgrimage Do Your Own Thing
iD, the challenger mobile network, has released the second instalment in its new brand campaign ‘Do Your Own Thing’. Following the success of its ‘Urban Riders’ series in May, the new instalment features female Muslim hip-hop duo Poetic Pilgrimage, as they guide viewers through their music, identity and religion. Four spots celebrate how Munera Rashida and Sukina Abdul have defied convention, forging their own path with their music and identity. Despite facing resistance from both the religious and musical community, Poetic Pilgrimage have refused to let opinion determine who they are and the music they make. They are deeply religious and yet indisputedly hip-hop, resulting in something truly unique. All four films, Launch Trailer, Identity, Influence, Resistance, are available to watch on idmobile.co.uk/doyourownthing
Mark Bowles, Head of Marketing for iD, comments: “The iD brand was borne out of listening to consumers and understanding their frustrations and needs, thus creating a network that is as individual as the person. This sense of uniqueness is what we are looking to celebrate through our new platform of “#DOYOUROWNTHING”. Through working with Poetic Pilgrimage in our new campaign we are looking to champion people who define themselves through different ways.“
Dan Watts, Creative Director at CHI&Partners, says, “Do Your Own Thing aims to capture the spirit of individuality and self-expression. Just like iD Mobile, we want the work to resonate with young, independent thinkers, helping set iD apart as a brave challenger brand.”
Poetic Pilgrimage Credits
The Poetic Pilgrimage Do Your Own Thing campaign was developed at CHI&Partners by executive creative director Jonathan Burley, creative director Dan Watts, creatives Rob Webster and Alexei Berwitz, planner Matt Nixon, executive producer Zoe Barlow, producer Adam Henderson, business director Sam Lewis and account director Eliza Sloss.
Filming was shot by Ben Hanson and Simon Frost (Ben & Simon) via Carbon with producer Nazneen Hosenie, costume designer/stylist Taff Williamson, colourist Simon Pearson. Additional photography was by Ben Hanson.
Sound and music were produced at Wave Studios by Jack Sedgwick.