Lebara Mobile 'Hardworking'

Often derided as benefit scroungers, free loaders & slackers, the truth is that most immigrants, arriving in a foreign land with usually not much more than hopes, are, by nature, hard working people. Whether they be the nurses in the NHS, or the workers in the hospitality industry, it is obvious that most of this lot puts in a serious shift each day, day after day.

Shot by John Nassari, the campaign featured real people whom we street-casted from London and around.

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So when Lebara were launching a plan that offered 500 UK minutes, 500 international minutes and 1 gb data for just £10 a month, we saw a clear parallel between the human truth and the product truth, and thus was born the campaign idea: ‘The hardworking plan for hardworking people.’