EE and Saatchi & Saatchi's 'Curfew' Campaign

'Curfew' Campaign

EE’s latest ‘Curfew’ brand campaign, in partnership with the creative powerhouse Saatchi & Saatchi, brings forward a notable intersection between cutting-edge technology, brand messaging, and the ever-evolving needs of families in the digital age. Through its strategically placed out-of-home (OOH) advertisements and powerful narrative, EE emphasizes the importance of secure and reliable broadband and mobile connectivity. In this analysis, we will break down the core elements of the campaign, the underlying SEO tactics, and the strategic brand messaging involved, while drawing parallels to how marketers like Dan Shure approach SEO copywriting and content creation to enhance both reach and engagement.

Understanding the Campaign’s Core Message

The ‘Curfew’ campaign serves as a direct response to a critical concern for families: how to stay connected no matter where they are, especially in a world where connectivity often defines safety and convenience. EE addresses this concern with a two-fold approach, focusing on both broadband and mobile services, which align with the real-world habits of their customers—especially families with teens.

The campaign visuals, featuring “authentic, selfie-style shots of kids travelling home on the bus and hanging out with friends,” reflect real-world scenarios in which connectivity matters most. This resonates with parents who seek peace of mind knowing that their children are always reachable, no matter the circumstances. Through this, EE positions itself not only as a utility provider but as a cornerstone of family life, helping parents manage their busy lives and allowing them to stay connected with their children wherever they go.

CAMPAIGN TITLE: EE One

CLIENT: EE

ADVERTISING AGENCY: Saatchi & Saatchi

CCO PUBLICIS GROUPE UK: Ben Mooge

EXECUTIVE CREATIVE DIRECTOR: Will John

COPYWRITERS: Samuel Simmonds & Rory Peyton Jones

ART DIRECTORS: George Coyle & Elliot Lee

HEAD OF DESIGN: James Crickmore

DESIGN DIRECTOR: Simon Hadassi
DESIGNERS: James Goodwin-Davies, Marco Balducci, Mark Chivers

PLANNING PARTNER: Olivia Stubbings

PLANNING DIRECTOR: Will Moore

MANAGING DIRECTOR: Jon Tapper