SS+K Bows Credo Campaign

NEW YORK Credo Mobile is taking it to the streets.

The progressive mobile phone provider, a division of Working Assets, this week launched an integrated campaign from independent SS+K, Los Angeles, that positions the company as a provider of social change. Production and execution was handled by Neverstop, based in Seattle.

As part of the campaign, Credo is producing political street theater in select cities using projected cartoon images on the sides of buildings drawn by political satirist Tom Tomorrow. Images of people such as George W. Bush and Dick Cheney are shown next to blank dialogue boxes. Passersby can use their mobile phones to text in what they think the characters should say and then the words appear as part of the images.

“The concept of [the projection] was about how the Credo phone is not an everyday tool but a tool for change. In launch areas we wanted to target social media, beyond the everyday voice,” said Alice Ann Wilson, design director, SS+K. “This is voice that contributes to larger issues. The text projection creates a sense of community where everyone can use their phone to actively engage in the brand.”

The first city to see the projections is San Francisco. Next will be Seattle, with other locations still being determined. “We’re looking for concentrations of liberally minded, socially conscious consumers,” said Jennifer Rand, vp, marketing at Credo in San Francisco. “There are areas, such as Portland, Oregon, or Minneapolis, in addition to places such as New York and Los Angeles, for whom this message is relevant.”

Credo, formerly known as Working Assets Wireless, launched on Nov. 4. “We felt in the mobile space a name like Credo could immediately make consumers aware of how we are different,” said Rand.

The company donates 1 percent of the cost of every call to progressive causes such as Planned Parenthood and the National Gay and Lesbian Task Force. Working Assets, founded in 1985, also sells long-distance phone service and credit cards, and a portion of those proceeds are also donated to progressive causes.

The new campaign, per sources, is backed by approximately $3 million in media spending. In addition to the interactive out of home, there are print ads, a microsite (whatsyourcredo.com) and Web banners.

Print ads, which are running in publications such as the Utne Reader and Mother Jones, show everyday sentences turning into political slogans.

The microsite solicits videos that the company said would be mailed as a DVD compilation to the next president. Banner ads are running on sites such as The Huffington Post and Daily Kos. Web banners are similar to the print executions, albeit animated.

SS+K won the account last year in a review with undisclosed participants. Duncan/Channon in San Rafael, Calif., was the previous agency of record.