BETTER THAN YOUR EX

THE DIRECTION‍

The insight was that big wireless feels like a bad relationship. Customers stay because switching feels hard, not because they're happy — they get charged more, promised less, and ghosted when it counts. I positioned Mint as the rebound that turns out to be the real thing.

The hook — "Better than your ex (cell service)" — ran across social carousels, email, and a SIM kit written like a breakup note: "No drama, just premium wireless." The voice stayed playful but unapologetic and every piece worked around the same frame: Big Wireless is the ex, Mint is what you actually deserve.

THE REACH

The concept didn't launch as a full campaign, but specific lines carried into active Mint creative.

NO MORE DATA FOMO

THE DIRECTION

The insight was that low data plans don't just inconvenience people — they cause a specific kind of anxiety. You ration streams, close apps, think twice before a video call. I framed Mint's unlimited data as the cure: no more watching the meter, no more choosing between a podcast and a browser tab.

The campaign put Mint's character in a hot-air balloon floating above a sky of clouds — freedom as a visual instead of a headline. The copy carried the same feeling: "More streaming, more data, more opportunities to connect — and a fox ton of money saved." The system stretched across paid social, an Anti-Data FOMO SIM kit, and email, each asset teeing up the same idea in a different length.

THE REACH

The full campaign didn't make it into production, but the voice and copy patterns moved into active Mint work.