Case Study / Selected Work

giffgaff: Break Free Box

giffgaff: Break Free Box

giffgaff: Break Free Box

What if leaving your mobile contract felt like a public act of liberation?


Break Free Box is a guerrilla campaign created for D&AD New Blood: an interactive street installation where people write down what frustrates them most about their current contract, send it through the shredder, and walk away with a new giffgaff SIM.

Context

D&AD New Blood

DELIVERABLES

Campaign Concept
Brand Activation
Visual Identity

Year

2024

Role

Graphic Designer
Creative Direction

A street-level campaign turning contract frustration into a public act of release.

A street-level campaign turning contract frustration into a public act of release.

A street-level campaign turning contract frustration into a public act of release.

An interactive brand activation built around a simple act: break free.

An interactive brand activation built around a simple act: break free.

The installation works in five steps, each marked by its own street signage: spot the sign, follow the path to freedom, write down what's wrong with your contract, shred it, and walk away with a new SIM. The shredding moment is deliberately physical — a small, satisfying act that turns a frustrating decision into something people want to film and share.


Signage and props were designed to read instantly at a glance, in keeping with how people actually move through public space: short phrases, high contrast, no explanation needed beyond "shred it" and "feel it."

Interaction Flow

Spot the sign
Write frustration
Shred it
Break free