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UScellular is Your Locally Grown Wireless in Campaign from Droga5 New York

Smuggler's Guy Schelmerdine captures the company’s internal culture in new spot

UScellular is Your Locally Grown Wireless in Campaign from Droga5 New York

Earlier this year, UScellular, the fourth largest wireless carrier in the US, tapped creative agency Droga5 New York team to redesign the brand experience in partnership with Accenture Interactive. Launching in April 2021, the first work from the new partnership will introduce the new direction for the UScellular brand with a goal to increase consideration, and ultimately, support new customer acquisition.

When the wireless revolution began in America, almost every company put their focus on creating a network to support the biggest cities. Meanwhile, UScellular began to grow locally, covering America’s towns and smaller cities, creating wireless networks tailormade for places that previously were not connected. 

In a category where size is often mistaken for quality, some people perceive that UScellular is at a disadvantage by being a smaller carrier with regional roots. Droga5 saw it as an advantage and decided to embrace this truth about the company with a strategy that reframes UScellular’s size and regional nature as a strength. UScellular is a company that finds its roots in communities across America and has employees and engineers that live in these towns and understand how to support them.

Unlocked by the insight that being close to communities is what allows UScellular to serve them better, the creative platform 'America’s Locally Grown Wireless' was born. Because you can’t create anything great from a distance. Especially great wireless service. You can only do it by getting to know what a place needs. That’s what makes us different from the other carriers. UScellular started local and ended up covering the country, becoming a carrier that does things differently.

This new external-facing brand expression, which captures the company’s internal culture, will launch with an integrated campaign that includes film, activations, radio, social and DOOH assets, and will inform the development of new brand experiences across the customer journey.

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America’s Locally Grown Wireless Integrated Credits List

Campaign: America’s Locally Grown Wireless

Title: America’s Locally Grown Wireless

Agency: Droga5 NY

Co-Chief Creative Officer: Tim Gordon

Co-Chief Creative Officer: Felix Richter

Executive Creative Director: Karen Land Short

Creative Director: Martin Baker

Creative Director: Kat Lam

Copywriter: Forrest Boleyn

Copywriter: Clement Tull

Art Director: Kamal Collins

Design Director: Dan Pulito

Designer: Sarah Wasley

Group Experience Design Director: Craig Wong

Experience Designer: Owen DiRenz

Associate Director, Content and Film Production: Ruben Mercadal

Producer, Film: William Herrick

Associate Producer: Sparkman Clark

Senior Music Supervisor: Mike Ladman

Senior Business Affairs Manager: Shaunda Slade

Executive Producer, Print and Fabrication: Alyssa Dolman

Director, Interactive Production: Tasha Cronin

Senior Producer, Interactive: Ian Graetzer

Group Brand Strategy Director: Keir Moreano

Brand Strategy Director: Simonas Piepalius

Brand Strategist: Ben Bacalores

Head of Experience Strategy: George Bennett

Experience Strategy Director: Meghan Bush

Group Communications Strategy Director: Justin Schneider

Communications Strategist Director: Mariel Milner

Jr. Communications Strategist: Jared Randle

Group Data Strategy Director: Lily Ng

Data Strategy Director: Joy McKenzie

Data Strategist: Sean LaBrooy

Group Account Director: Aikisha Prince

Account Director: Ashton Atlas

Account Supervisor: Amanda Lederman

Associate Account Manager: Michael Watkins

Head of Project Management: Paul A. Eckelmann


Client: UScellular

President/Chief Executive Officer: Laurent “LT” Therivel

Vice President, Brand Management: Verchele Roberts

Vice President, Marketing: Courtland Madock

Sr. Director, Creative Strategy and Content Development: Cristel Turner

Sr. Manager, Integrated Communications: Santiago Torres

Sr. Brand Manager, Advertising: Amy Welter

Advertising Manager: Thomas Blockyou


Production Company: Smuggler

Director: Guy Schelmerdine

DOP: Jess Hall

Executive Producer: Allison Kunzman

Producer: Karen O’Brien


Editorial: Cartel Edit

Editor: Andy McGraw

Senior Assistant Editor: Roy Herbert

Assistant Editor: Patrick Saxer

Executive Producer: Lauren Bleiweiss

Producer: Caylee Banz


Post Production: Preymaker

Executive Producer: Verity Kneale

Producer: Zach Fortin


Sound: Wave Studios

Mixer: Aaron Reynolds

Executive Producer: Vicky Ferraro

Music: Q Dept

Category: Internet , Utilities

Genre: People