Sam and Mikey

48 - Cheat at Life

The Problem:

Not enough of today's young folk were joining 48, the network that's made specifically for 18-22 year old students who are strapped for cash.


The Solution:

First of all, go under cover in a college in a 21 Jump Street style scenario. Secondly, position joining 48 as the ultimate cheat, and create a whole campaign aimed around “Cheating at Life”. Through a series of online films, we showed students how to cut corners, beat the system and cheat as much as humanly possible.