Virgin Mobile: Penny Texting

/>A penny saved is a text message earned, thanks to a new monthly plan from Virgin Mobile that gives consumers 1,000 texts for a mere ten bucks. But in case that doesn't compel you to take action, Mother/New York is rallying all suppor

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/>A penny saved is a text message earned, thanks to a new monthly plan from Virgin Mobile that gives consumers 1,000 texts for a mere ten bucks. But in case that doesn't compel you to take action, Mother/New York is rallying all supporters of the penny to the website of STGG (Serving The Greater Good), an organization dedicated to restoring the power and prestige of Abe Lincoln's neglected copper coinage. "It's kind of a cool way to think about texting, and it seemed rich with creative possibilities," says copywriter Susan Corbo. "After thinking about the plight of pennies everywhere, we decided to create a renegade gang of guys dressed in black suits and Abe Lincoln masks, whose sole mission was to 'Give the Power Back to the Penny.'"
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About

Credits
Date
Aug 09, 2006
Creative Director:
Linus Karlsson
Creative Director:
Paul Malmstrom
Art Director:
Dylan Bernd
Copywriter:
Susan Corbo
Strategy:
Phil Graham
Strategy:
Cory Berger
Mother:
Debra Sercy
Mother:
Alex Stankiewicz
Photographer:
Andrew Zuckerman
Illustrator:
Johan Malmstrom
Retoucher:
Andrew Zuckerman
Agency:
Mother New York
Retouching:
Admagic
Illustration:
Awesome
Interactive Agency:
iChameleon Group
Client:
Virgin Mobile
Art Producer:
Helen O'Neill
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