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, a vacuum is used as a metaphor for reducing phone bills. And since the vacuum can only be activated by rolling over the banner, consumers can literally “suck” away the fat, or excess fees.

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