Koodo Mobile, a playful brand aimed at the Gen-Y target, is fat-free, which means it’s free from fixed-term contracts and excess fees. Given the target’s media consumption habits and how hard it is to get their attention, we developed fun, eye-catching and interactive rich media banners to communicate our message. Here, punching is used as a metaphor for driving home the message that Koodo has no fixed-term contracts. And when consumers roll over the banner, they’re given a visual and humourous demonstration of a contract being “beaten” down.

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