Title	ADD POWER
Brand	VODAFONE
Product/Service	VODAFONE
Category	A07. USE OF MUSIC
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY
Production Company	RADICAL MEDIA Berlin, GERMANY
Production Company 2	TIME BASED ARTS London, UNITED KINGDOM
Production Company 3	WHITE HORSE MUSIC & AUDIOFORCE Hamburg, GERMANY

Name	Company	Position
Goetz Ulmer	Jung Von Matt AG	Chief Creative Officer
Thimoteus Wagner	Jung Von Matt AG	Chief Creative Officer
Andres Blumenthal	Jung Von Matt AG	Creative Director
Simon Hiebl	Jung Von Matt AG	Creative Director
Robert Ehlers	Jung Von Matt AG	Creative Director
Heiner Twenhaefel	Jung Von Matt AG	Copywriter
Pavel Bondarenko	Jung Von Matt AG	Art Director
Christoph Koehler	Jung Von Matt AG	Agency Producer
Sebastian Strasser	Radical Media Berlin	Director
Joost Van Geldern	Radical Media Berlin	Cinematographer
Yoann Lemoine	Radical Media Berlin	Composer
Andrew Brooks	Radical Media Berlin	Conceptionist
Matt Clark	Radical Media Berlin	Conceptionist
Paul Haertcastle	Radical Media Berlin	Editor
Gerrit Winterstein	White Horse Music	Music
Julia Kroemker	Jung Von Matt AG	Client Service Director
René Requardt	Jung Von Matt AG	Account Director

Brief Explanation

A TV spot that feels more like a fast-paced short movie. 66 seconds and not a single one wasted. With special effects equalling hollywood, a soundtrack that became an instant hit and the sweetest kitten in German television. All in all a whole lot of action and entertainment but still a slam dunk on the campaign's core message: Power comes with Vodafone!

Creative Execution

In Germany, Vodafone is renowned for the continuous success of their campaign music. The songs we pick regularly hit the charts and catapult artists into mainstream success. To fit the brand, we exclusively choose artists who are up-and-coming while still being relatively unknown to the mainstream—positioning Vodafone as a constant source of great new music. For our “Add Power” campaign, we needed a song that was more of a film score while nonetheless being airplay-friendly. It needed to underline the epic journey of our hero with the right dramatic composition. In the end, we chose to license Woodkid's song “Run Boy Run”, which perfectly delivered on all of these criteria. It introduced Woodkid to the mainstream audience; it was quickly associated with Vodafone, stayed in the German charts for 25 weeks and was awarded a golden record.