Karl.Worksツ
Design and Direction
Design and Direction
Vodafone — DRM
Agency: AccentureSong
Scope: Design, Motion
The Challenge
Vodafone needed to encourage meaningful customer engagement within its rewards ecosystem — without relying on overt promotional mechanics or short-term incentives. The challenge was to make everyday rewards feel personal, shareable, and emotionally resonant, while staying true to Vodafone’s established brand world.
The Response
We developed a digital-led campaign centred on small, everyday moments of connection. Through a warm, character-driven visual language and mobile-first executions, the work reframed rewards as shared experiences rather than transactions. Motion and interaction were used to add personality and momentum, helping the campaign feel lightweight, human, and inherently social — designed to live naturally within Vodafone’s existing platforms.