Mythical Creatures Panic Over iPhone 17 Pro's Camera Quality in Vodafone Campaign

Thinkerbell's 'Questionably-Existent' features a collection of traditionally camera-shy creatures to bring focus to the new and improved Pro Camera System on iPhone 17 Pro.

In telco-land, the release of the new iPhone is kind of a big deal. In fact, it marks the biggest acquisition event of the year for Vodafone. So, it made sense to leverage the release of the new iPhone not only to acquire customers but also to reinforce Vodafone’s new and improved network credentials.

iPhone 17 Pro includes significant upgrades to its camera system, enabling creators, photographers and enthusiasts to capture imagery like never before. While these features are epic improvements for humans, they’re not-so-epic for the questionably-existent creature community -- who are hell-bent on remaining questionably existent.

The work includes a teaser, hero feature as well a suite of bespoke social edits that highlight other improved features such as durability, battery life and form factor.

Lisa Cronin, head of brand and marketing at Vodafone, said, “iPhone 17 Pro helps Australians capture the world in incredible detail, and this insight became the creative platform for our campaign.

"It’s playful but it’s doing some serious work beneath the surface to drive acquisition and showcase Vodafone’s expanded mobile network. We’re excited to bring this launch to life with Thinkerbell and Apple, and for customers to experience iPhone 17 Pro on Vodafone’s new and improved mobile network.”

Zander Williment, head creative tinker at Thinkerbell said, “When your diary includes meeting invites like ‘LEPRECHAUN DISCUSSION,’ you know you’re working on one of the good ones.

"We’ve very much enjoyed applying our measured magic to the Vodafone and Apple brands. Shoutout to all our talented partners who helped bring this idea to life. Now go get yourself a shiny new iPhone.”