Truphone World; Mobile SIM Plan. Predominantly aimed at the business traveller – their network allows the user to call on a local tariff in 66 countries. The concept behind 'Transform local' centred of redefining what was considered 'local' for a mobile network. Focussing largely on the largest financial cities around the world – the aim was to create a visual juxtaposition. Home and away. The visual above illustrates New York and Hong Kong. The effect was meant to be subtle yet noticeable. The copy remained simple; 'Use your mobile in New York' like you do in Hong Kong. The global mobile plan that gives you peace of mind in 66 destinations'.
London / Hong Kong (Left) & New York / Hong Kong (Right)