The company: First Utility (Now Shell Energy)

The challenge: BT were about to raise the price of their broadband. Our broadband service would be cheaper for thousands of BT customers but we needed a bold vibrant hook to encourage the switch.

My impact: In the two-hour long creative meeting there were a number of approaches that were put forward, including boxing imagery for ‘beating the BT price rise’. The feeling in the room was that this was too violent, so I offered to option of ‘dodging the BT price rise’ and linked this to dodgeball instead.