People love to hate Telcos. And no wonder. Telco customers Australia-wide have become used to being treated like second-class citizens, feeling trapped, unloved and completely disempowered. As the Vodafone Creative Director, Justine was instrumental in creating a new brand positioning ‘Do it your Way’.

At the time of launch, this positioning embodied dramatic, industry-changing products based around flexibility and customer control. ‘Do it Your Way’ marked the end of ‘contracts’ and the introduction of ‘fixed cap costs’ – an industry first in Australia.


‘Do it you Way’ was bigger than just an advertising campaign. It re-focused the entire company – everything they did, every consumer touchpoint and every product they created was re-engineered to empower the customer.Director –


Steve Rogers
Production Company – Revolver