Vodafone has unveiled a new brand campaign, #FindGary, created in collaboration with Saatchi & Saatchi Australia.

The campaign, which aims to highlight Vodafone's network speed and reliability, centres around a woman's quest to find her missing guinea pig, Gary, using her Instagram community.

Over the past three years, Vodafone has significantly expanded its 5G coverage, tripling its reach. This expansion has resulted in a network that is both faster and more reliable, a fact that Vodafone is keen to emphasise in its latest campaign.

The #FindGary campaign will be launched across multiple platforms, including TV, BVOD, online video (OLV), brand OOH, influencer and social media. Different members of Gary’s community are also introduced via a series of shorter retail spots, which also feature Vodafone’s competitive offers and deals.

Sam Chappell, Creative Director at Saatchi & Saatchi Australia, expressed his enthusiasm for the campaign.

"Everyone loves guinea pigs, so who better to star in our new campaign than one called Gary? We’re all incredibly proud of #FindGary and how it showcases Vodafone’s fast moving, dynamic network in a fun and memorable way. And just to be extremely clear, no guinea pigs were harmed in the making of this ad," he said.

Danielle Colbert, Head of Marketing at Vodafone, said the team worked with Saatchi & Saatchi and Finch Productions to develop a campaign that shows the speed and reliability of the Vodafone network.

"We’re proud to launch #FindGary and to celebrate the genius and generosity of community which, through the power of the Vodafone network, shows how we can come together and help each other in moments of need," she added.