James Kydd, brand director for Virgin Mobile, said:
"Our Christmas camera phone promotion this year is all about getting your mitts on our super-buff range of mobile phones. We're building on our reputation for providing young, entertainment-hungry online users with irreverent new material by sponsoring a quirky bodybuilder animation series from 12foot6, the creators of last Christmas' cult Dog Judo animations. In addition, we commissioned Rainey Kelly Campbell Roalfe/Y&R to create an eye-popping set of viral clips starring Super-buff Gran who has to be seen to be believed! All the creative material features in a new online connected marketing campaign planned and implemented by DMC to integrate with the forthcoming print, outdoor poster and radio strands of the promotion."
Wanna see the bikini-clad female bodybuilders, inckuding a super-buff granny in action? Head over to Superbuff.com, or hop straight to the Super buff granny movie in Quicktime at DMC's site. The cheeky video clips in the campaign were made by 12foot6 and Rainey Kelly Campbell Roalfe/Y&R.
Read more to see the press ads that go with it.