Case Study / Selected Work
The brief: get people to switch to giffgaff — a network with no contracts — in a market where everyone claims to be the "freedom" operator.
The insight: people don't stay in bad mobile contracts because they love them. They stay because switching feels like admin — forms, calls, waiting. Nobody has ever felt anything while changing networks.
The idea: make leaving your contract a physical, public act of release. Break Free Box is a guerrilla street installation: write down what frustrates you about your contract, shred it, walk away with a giffgaff SIM.
Context
D&AD New Blood
DELIVERABLES
Campaign Concept
Brand Activation
Visual Identity
Year
2024
Role
Graphic Designer
Creative Direction
The installation works in five steps, each marked by its own street signage: spot the sign, follow the path to freedom, write down what's wrong with your contract, shred it, and walk away with a new SIM. The shredding moment is deliberately physical — a small, satisfying act that turns a frustrating decision into something people want to film and share.
Signage and props were designed to read instantly at a glance, in keeping with how people actually move through public space: short phrases, high contrast, no explanation needed beyond "shred it" and "feel it."
Interaction Flow
Spot the sign
Write frustration
Shred it
Break free
