UNSHACKLED.com is a startup dedicated to destroying the shady status quo in the mobile industry. At present, British mobile phone owners are being ripped off to the tune of £5.5bn a year. They’re sold inflexible, 24 month contracts by commission hungry salesmen, tariffs they’ll never need and are presented with “free” phones that are anything but, unless your definition o “free” includes a 45% APR loan. By splitting the purchase of the phone and the SIM, UNSHACKLED.com makes buying a mobile phone simpler, fairer and cheaper for everyone.
We were so impressed with the idea that we scrapped our traditional timesheet model for a different kind of deal: creativity for equity. As business partners, we work together in a way that rewards our creative expertise and strategic consultancy, not hours spent on the project.
When UNSHACKLED.com approached us, they weren’t UNSHACKLED.com. They didn’t have a name or identity, just a business proposition.
We took their idea and transformed it into a fully-fledged brand. From tone of voice to comedy shorts, we created a full range of assets designed to bring their business proposition to life.
We wanted to create a character for the brand to embody UNSHACKLED.com’s truth telling point of view. That’s how we invented our feathered front man, the Parrot of Truth: a menace to the mobile phone industry. Whenever someone is getting ripped off, the Parrot of Truth swoops in like Superman to save the day (and some money for the consumer!).
For the launch we created the brand identity, press pack, short films, packaging and web design.