UScellular — B & T // Freelance Creative Director Team

We disconnected people from their phones so they could reconnect with each other.

UScellular “Built for Us”

What happened to us? Something’s gone missing. Meet the cell phone company that’s bringing back real connection. Working with the good people of Martin Agency, we helped America’s fourth-largest wireless carrier rediscover their core purpose… and the first two letters of their name.

“THIS ISN’T US” :60

MISSING: US
The missing posters from the spot went up IRL across UScellular’s footprint.

We challenged people to put their phones down for 5 days, 5 hours, or even just 5 minutes.

An Analog App Pack to get you through your phone-free time. Games, a compass, notebook, clock, and a Polaroid camera.

20+ phone-addicted influencers took the challenge to see how long they could go without their phones.

Social media creators, local news and radio hosts, even UScellular’s CEO.

Ashley Tisdale made it a full 5 days. So did UScellular CEO Laurent Therivel.
Others could barely make it 5 hours.

They all took something meaningful from their experience
and got people talking and thinking about how much we all use our devices.

Screen Shot 2023-03-02 at 11.59.16 AM.png

Screen Shot 2023-03-02 at 12.03.43 PM.png

Screen Shot 2023-03-02 at 12.04.13 PM.png

Screen Shot 2023-03-02 at 12.00.39 PM.png

Screen Shot 2023-03-02 at 12.02.43 PM.png

Screen Shot 2023-03-02 at 12.03.54 PM.png

Screen Shot 2023-03-02 at 12.04.03 PM.png

Screen Shot 2023-03-02 at 12.04.28 PM.png

Screen Shot 2023-03-02 at 12.04.42 PM.png

Screen Shot 2023-03-02 at 12.04.59 PM.png

Screen Shot 2023-03-02 at 12.05.15 PM.png

Screen Shot 2023-03-02 at 12.05.32 PM.png

Screen Shot 2023-03-02 at 12.05.46 PM.png

Screen Shot 2023-03-02 at 12.05.51 PM.png

Screen Shot 2023-03-02 at 12.06.00 PM.png

Screen Shot 2023-03-15 at 10.51.00 AM.png

Screen Shot 2023-03-15 at 11.00.37 AM.png

Screen Shot 2023-03-15 at 11.00.54 AM.png

Screen Shot 2023-03-15 at 11.01.50 AM.png

Screen Shot 2023-03-15 at 11.02.30 AM.png

Screen Shot 2023-03-15 at 11.02.40 AM.png

Screen Shot 2023-03-15 at 11.03.09 AM.png

Screen Shot 2023-03-15 at 11.03.22 AM.png

Screen Shot 2023-03-15 at 11.04.17 AM.png

Screen Shot 2023-03-15 at 11.04.40 AM.png

Screen Shot 2023-03-15 at 11.04.49 AM.png

Screen Shot 2023-03-15 at 11.04.56 AM.png

Screen Shot 2023-03-15 at 11.05.28 AM.png

Screen Shot 2023-03-15 at 11.05.41 AM.png

Screen Shot 2023-03-15 at 11.05.50 AM.png

Screen Shot 2023-03-15 at 11.05.59 AM.png

Screen Shot 2023-03-15 at 11.06.14 AM.png

Screen Shot 2023-03-15 at 11.06.24 AM.png

Screen Shot 2023-03-15 at 11.06.35 AM.png

Screen Shot 2023-03-15 at 11.07.40 AM.png

Screen Shot 2023-03-15 at 11.08.55 AM.png

Screen Shot 2023-03-15 at 11.27.31 AM.png

Screen Shot 2023-03-22 at 4.46.25 PM.png

Screen Shot 2023-03-22 at 4.50.48 PM.png

Screen Shot 2023-03-22 at 4.50.30 PM.png

Screen Shot 2023-03-23 at 10.13.38 AM.png

Screen Shot 2023-03-15 at 2.52.34 PM.png

We even developed a custom mode to set your phone for human connection.

INTRODUCING US MODE

Since 95% of people never change the default settings on their phone, we’re changing the defaults to change how much time we spend on our screens.

US Mode sets screen time limits and blocks notifications from distracting apps… while still letting the people who matter reach you.

Starting in April 2023, every phone sold by UScellular will be set to US Mode by default. And anyone can bring their phone in to a UScellular store to get help customizing their phone for human connection, whether they are a customer or not.

UScellular is already seeing impressive results:

Industry-Leading Net Promoter Score

66% YOY increase in fixed wireless customers

And for the first time, UScellular was named to Fast Company’s Brands That Matter list

Role: Concept and Production
Agency: Martin Agency // Client: UScellular