Vodafone has teamed up with creative agency Thinkerbell and Apple to launch the iPhone 17 Pro with a playful new campaign that imagines a world where camera-shy mythical creatures can no longer hide.
The national campaign, led by Vodafone’s Head of Brand and Marketing Lisa Cronin, positions the iPhone 17 Pro’s advanced camera system as both a drawcard for customers and a metaphorical threat to those preferring to stay unseen—like leprechauns, yetis, and other “questionably existent” creatures.
“iPhone 17 Pro helps Australians capture the world in incredible detail,” said Cronin. “This insight became the creative platform for our campaign. It’s playful, but it’s doing some serious work beneath the surface to drive acquisition and showcase Vodafone’s expanded mobile network.”
The campaign features a hero film, teaser spots, and a suite of bespoke social edits. Alongside the camera system, the work also highlights improved features such as durability, battery life and design.
Zander Williment, Head Creative Tinker at Thinkerbell, said the team relished the opportunity: “When your diary includes meeting invites like ‘LEPRECHAUN DISCUSSION,’ you know you’re working on one of the good ones. We’ve enjoyed applying our Measured Magic to the Vodafone and Apple brands.”
The creative was brought to life with production by Scoundrel, postproduction by ARC, and costume design from ScareCrew Studios. Media was handled by Starcom.
The launch marks Vodafone’s largest annual acquisition event, with the brand using the iPhone release to underscore improvements to its mobile network and reinforce its competitive credentials in the telco space.
Vodafone is a subsidiary of TPG Telecom.
Top image: Vodafone iPhone 17 Pro campaign (credit: Thinkerbell)