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Saatchi & Saatchi create dance mania at Liverpool St Station - Reminding commuters: Life's for sharing.

Saatchi & Saatchi injected a burst of high-energy entertainment into the daily commute at Liverpool Street Station this morning as 350 dancers broke into a spontaneous routine to launch T-Mobile's ‘Life's for Sharing' campaign.

Saatchi & Saatchi planted hundreds of dancers and ten hidden cameras throughout the station's rush hour crowds to film the dance spectacular that will premiere tomorrow on Channel 4 at 9.10pm as an exclusive three minute solo spot during Celebrity Big Brother.

In a style reminiscent of ‘flash mob' events, music pumped through the loudspeakers at Liverpool Street Station as a single commuter began to dance. As the music changed, the dancing quickly spread through the morning travellers until hundreds of people were seen moving in unison. Then, as quickly as it began, the performance ended and the dancers dispersed into the crowd. The event, choreographed by one of Britain's leading choreographers, Ashley Wallen, left commuters stunned, surprised and delighted.

Saatchi & Saatchi Creative Partner Paul Silburn said: "The idea was to create a feeling of spontaneity - an event so memorable that people can't help but join in and share it."

Saatchi & Saatchi Creative Partner Kate Stanners said: "Across the whole campaign we've looked for ways to really engage with people through the notion of ‘Life's for Sharing'. We hope that ‘Dance' will connect with people in a bold and dynamic way, inspiring them to create and share their own memorable moments."

A massive endeavour, the entire ‘Dance' spot will have been staged, shot, edited and broadcast for the next day. The event follows months of preparation including auditioning T-Mobile staff to join the dance corps, secret midnight rehearsals in freezing conditions, numerous meetings with Network Rail and negotiating the rights for eight classic music tracks.

Richard Huntington, Director of Strategy at Saatchi & Saatchi said: "This is the first outing for our new T-Mobile organising idea, Life's for Sharing. Bringing this to life with an unconventional advertising idea we wanted to create an event that people would want to take part in and then share with each other."

T-Mobile UK, Head of Brand Communications, Lysa Hardy, said: "Our new brand position ‘Life's for Sharing' is an exciting move for T-Mobile and ‘Dance' captures this perfectly."

Footage from the event will be used across online, direct and retail channels. T-Mobile has also created a YouTube channel (www.youtube.co.uk/lifesforsharing) where people can upload videos, and see humorous clips featuring celebrities being taught how to do the T-Mobile dance by leading dancer and choreographer, Briony Albert.

The fully integrated campaign also includes digital outdoor and print (from 29 January), online (19 January) and radio (1 February). "Life's for Sharing" will run across interactive TV (26 January) and air in cinemas from 16 February.

Media is planned and bought through MediaCom.

Notes to editors

  1. TV Credits
    Title: Life’s for sharing - Dance
    Client: T-Mobile
    Advertising Agency: Saatchi & Saatchi
    Copywriter: Steve Howell
    Art Director: Kate Stanners, Paul Silburn and Rick Dodds
    Planner: Gareth Ellis
    Account Handling: James Griffiths, Sally Nicholson, Sarah Galea, Celia Wallace
    Producer: Ed Sayers
    Media Buying Agency: Mediacom
    Media Planner: Anna Berry
    Production Company: Partizan
    Director: Michael Gracey
    Editor: Diesel Schwarze
    Post Production Company: The Mill
    Audio Post Production Company: 750 MPH
    Date Released: 16 January 2009
    City/Country: London, UK
    Exposure: National

  2. Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients’ brands. Its clients include the Labour Party, NSPCC, Carlsberg, Visa, Guinness, T-Mobile, Axa, Olay, Ariel and Head & Shoulders. Saatchi & Saatchi worldwide has 154 offices in 84 countries and 7,000 employees.

  3. Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.

  4. T-Mobile is one of the world’s largest mobile operators with more than 125 million customers worldwide and is the service provided of choice for 16.8 million customers in the UK, making it one of the largest mobile networks.