Turning the ‘1’ in M1 into a symbol of individuality — with a bold, TikTok-flavoured campaign that let every kind of user build their own plan.
CLIENT
M1
AGENCY
Dentsu SG
CATEGORY
Integrated campaign • Art Direction
About
the project
Our challenge
How do you make telco plans feel exciting — especially to a younger crowd who’ve seen it all? M1 was rolling out a major change, replacing 19 legacy plans with just one fully customisable base plan. But in a category full of lookalikes, they needed a bold new way to stand out.
What we did
We zoomed in on the ‘1’ in M1 and turned it into a symbol of individuality. That sparked Build Your One — a playful campaign celebrating all kinds of mobile personalities, from serial scrollers to data hoarders.
To reach a TikTok-savvy audience, we gave M1 a fresh new look — punchy edits, bold transitions, and trend-driven visuals — stepping away from the usual telco safe zone, and giving M1 a flexible new voice that actually felt fun.
Smooth Scroll
This will hide itself!
This will hide itself!
Build Your One
OVERVIEW
Turning the ‘1’ in M1 into a symbol of individuality — with a bold, TikTok-flavoured campaign that let every kind of user build their own plan.
CLIENT
M1
AGENCY
Dentsu SG
CATEGORY
Integrated campaign • Art Direction
About
the project
Our challenge
How do you make telco plans feel exciting — especially to a younger crowd who’ve seen it all? M1 was rolling out a major change, replacing 19 legacy plans with just one fully customisable base plan. But in a category full of lookalikes, they needed a bold new way to stand out.
What we did
We zoomed in on the ‘1’ in M1 and turned it into a symbol of individuality. That sparked Build Your One — a playful campaign celebrating all kinds of mobile personalities, from serial scrollers to data hoarders.
To reach a TikTok-savvy audience, we gave M1 a fresh new look — punchy edits, bold transitions, and trend-driven visuals — stepping away from the usual telco safe zone, and giving M1 a flexible new voice that actually felt fun.
Smooth Scroll
This will hide itself!
This will hide itself!
Build Your One
OVERVIEW
Turning the ‘1’ in M1 into a symbol of individuality — with a bold, TikTok-flavoured campaign that let every kind of user build their own plan.
CLIENT
M1
AGENCY
Dentsu SG
CATEGORY
Integrated campaign • Art Direction
About
the project
Our challenge
How do you make telco plans feel exciting — especially to a younger crowd who’ve seen it all? M1 was rolling out a major change, replacing 19 legacy plans with just one fully customisable base plan. But in a category full of lookalikes, they needed a bold new way to stand out.
What we did
We zoomed in on the ‘1’ in M1 and turned it into a symbol of individuality. That sparked Build Your One — a playful campaign celebrating all kinds of mobile personalities, from serial scrollers to data hoarders.
To reach a TikTok-savvy audience, we gave M1 a fresh new look — punchy edits, bold transitions, and trend-driven visuals — stepping away from the usual telco safe zone, and giving M1 a flexible new voice that actually felt fun.
Smooth Scroll
This will hide itself!
This will hide itself!