After AT&T acquired Cricket Wireless in 2014, ARGONAUT was hired to rebrand the "burner phone" carrier as something elevated from the rest of the pre-paid category. Our insight was although everyone loves their cell phones, they don't love their cell phone companies. So we set out to make Cricket "something to smile about." We created a cast of colorful characters that represented what it felt like to be on Cricket. The work extended from broadcast to social to in-store and promotions. Four years later, Cricket is one of the top 3 players in its category, even taking share from post-paid carriers such as Verizon, T-Mobile and Sprint.