iD says “do your own thing” with first brand campaign


Digital campaign will include four films and run across Facebook from April 25

Carphone Warehouse MVNO iD Mobile will unveil its first brand campaign this week with a documentary-style series of videos called “#DoYourOwnThing“.

The first of these premiered today (April 25) on Facebook. This will be followed by a sequence of films launched across a number of VICE’s digital channels titled “New Originals”, set to air from April 29.The four films are entitled ‘Urban Riders’, ‘Badlands’, ‘Heartbeat’ and ‘Nasir’.

The films feature community horse riding group Fletcher Street Urban Riding Club, from Philadelphia in the USA. The campaign is launching ahead of the Carphone MVNO, which runs on Three’s network, celebrating its first birthday in May.

Since launch, iD has built up a base of more than 250,000 connections.

iD head of marketing Mark Bowles said: “The iD brand was borne out of listening to consumers and understanding their frustrations and needs, thus creating a network that is as individual as the person. This sense of uniqueness is what we are looking to celebrate through our new platform of “#DOYOUROWNTHING”.

“The Fletcher Street Urban Riding Club is an incredibly unique community with an amazing history. Through working with them and Poetic Pilgrimage in our new digital only campaign on Facebook, we are looking to champion people who define themselves through different ways. This is further enhanced through the series activated on the VICE network, telling the story of other unique individuals and how they do their own thing in life. ”


  1. And it has failed. Badly. Check out the videos. VICE Fail. Low ratings and negative pickup from target audience.

  2. While I love VICE’s docu-films as much as the next girl, this does nothing for the brand. We need a good mobile contender in the UK right now, though this won’t help launch anything.

    I guess this is VICE’s attempt to target us millennials with storytelling.