#callitout

Mobile and broadband providers were implementing sneaky mid-contract price rises, leaving consumers frustrated and unaware of the hidden costs. Which? wanted to take a stand and drive public action against this unfair practice.

Working with Which?'s in-house team, we created a bold, attention-grabbing activation using clever VFX to transform the Walkie Talkie Building into a giant phone—encouraging consumers to "call out" the issue. With no media spend, the campaign gained rapid traction on Instagram and TikTok, sparking widespread awareness and action.

Results
7.4M+ total online impressions
2M+ Instagram views in the first 48 hours
100K+ petition signatures
BBC coverage and a significant impact—Ofcom pledged to ban mid-contract price rises the following month.