“F*ck 2020”: Circles.Life Gives The Middle Finger To 2020 In New Campaign

Between bushfires and global pandemics, for most of us, 2020 has been a year to forget.

A new campaign from telco brand Circles.Life looks to summarise everyone’s feelings towards 2020 with one grand gesture.

The company has created a giant 1.2-metre sculpture of a middle finger to be paraded around Sydney.

Circles.Life is telling Australians to embrace the sculpture “and ask 2020 to f*ck off”.

View this post on Instagram
F*ck 2020. #2020mood
A post shared by Circles.Life Australia (@circleslifeau) on Jul 17, 2020 at 1:35am PDT

The ‘bird’ is touring Sydney today (20 July 2020).

“We’ve had bad experiences dealing with everything from pandemics to bushfires – and we’re barely past the halfway mark for 2020,” said Circles.Life growth leader Kristen Holden.

“Circles.Life has always been focused on using our brand to empower people and reach out to them whenever we can. Earlier this year, we raised funds during the bushfires, and set up a COVID-19 response. With the number of hindrances Australians have recently gone through, we want them to know that we empathise with them and we represent their collective voice.

“We also want them to know that we can simplify things, and as their telco of choice, we would never let them down.”

It is part of a new ‘Unfuck 2020’ campaign from the telco, which will include a series of TV ads.

Still a relative newcomer to the Australian market, Circles.Life has been making waves this year with some eye-catching marketing campaigns.

In February, the company published a ‘breakup letter’ in The Courier Mail, which looked to highlight the “toxic” relationship many Australians currently have with their telcos.

Circles.Life head of marketing Delbert Ty told B&T earlier this year the telco is looking to create memorable campaigns that can compete with the big budgets of its competitors.

“We cannot outspend them [competitors], because in their case they’ve literally put down billions of dollars in capital expenditure and network bandwidth,” Ty said.

“In our case, we can choose to spend as much or as little as we want, depending on how much and how fast we want to grow.

“Once we’re clear with the brand – how we want to communicate and what we want to say – it’s really all about how you can connect that with a creative idea that can be executed in a relatively cheeky way and a very smart way when it comes to spending the money.”

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