For amaysim, we redefined what freedom looks like in a connected world. Rather than focusing on data and mobile plans, we celebrated the everyday ways Australians use their phones; whether that’s bingeing a guilty pleasure, keeping up with their favourite team, or disappearing down an internet rabbit hole. 

Bringing the idea to life through a playful, character-led campaign, we showcased the wacky, weird and wonderfully relatable habits that make us all a little different. The campaign rolled out nationally across TVC, OOH, radio and digital, celebrating the freedom to use your phone however you like.