Did you know July is cellphone courtesy month? Using this month as an opportune time, our team at TELUS decided to remind Canadians of cellphone etiquette and have a little fun. With a tongue-in-cheek rally cry #KeepItInYourPants, the niche campaign, targeted to a younger audience focused on conversation drivers and platforms/places that would quickly amplify these conversations: Twitter, Tumblr, Coffee Shops, Restaurants, Street Signs. As the campaign lead responsible for the holistic strategy & execution, this has been one of the projects I'm most fond off. It pushed the boundary in a traditional telco space and caught the attention of an audience that is easily distracted. With a 96% positive sentiment, 22.6M impressions in social alone and 13% engagement on Twitter trends, the campaign went on to win Silver & Bronze at the 2013 Media Innovation Awards: http://bit.ly/2JtoH37