With mobile technology, surfer Tom Lowe will hunt for the "Todos Santos" wave, the most dangerous in the world, in Mexico. Using the cloud, musician Spoek Mathambo will produce a recording by collecting audio samples from various cultural groups across South Africa. Meanwhile, with the same tool, Indian boxer Mary Kom will create an app for women's self-defense. These are some of the companies promoted by Vodafone with the "Firsts" campaign, an experiment launched in the 30 countries where the company is active which aims to highlight how mobile technology can help people to obtain otherwise unthinkable results.
“Every two weeks we will have new protagonists and new stories – explains Barbara Haase, director of the group's brand -. We won't count on any celebrities: instead we will ask people to stimulate us with proposals and requests on what they would like to do, for the first time in their lives, thanks to mobile technology. This project will not impact the budgets of our local offices, which will continue with their advertising campaigns. We will aim to communicate our global brand through new media. We have given ourselves a couple of years as a time horizon”.
