"We have researched the mistrust Canadians have of the Big 3 carriers and we see a tremendous opportunity for a refreshing brand that brings clarity, change and honesty to the industry." Mobilicity's new tagline, "Now that's smart" acknowledges the growing number of Canadians choosing Mobilicity's smart wireless service for unlimited talk, text and data plans, a 20-cent-a-minute flat North American roaming rate, and popular handsets and smartphones – without contracts and extra or hidden fees. Toronto-based advertising agency Sharpe Blackmore Euro RSCG created the Mobilicity rebrand campaign, which will be introduced in phases before the busy back-to-school season and will include mass brand advertising, online, social media and in-store components.