A. Shredded Contract: T-Mobile US threw down the gauntlet and started the Un-Carrier revolution, promising relief for customers fed up with a broken, arrogant wireless industry. The company has delivered on its promise to revolutionize the wireless industry by regularly and systematically unveiling Un-Carrier innovations. In March of 2014, T-Mobile announced its No Annual Contract move, delivering a blow to its competitors and unshackling consumers from written-in-blood wireless contracts. To boldly underscore this key signature move, we installed a building-sized shredded contract above the T-Mobile store on 34th Street in Manhattan—turning on its head the idea of a “retail window.”
