Vodafone’s global repositioning was launched locally in the Spanish market with the line - Es tu momento. Es Vodafone (It’s your moment. It’s Vodafone). This call to action reinforces the idea of ​​freedom, autonomy and taking advantage of your moments in life. This particular moment represented a major shift in Vodafone’s visual expression and communication and helped position the brand as the sector leader with a fresh, new groundbreaking image and tone of voice.