I am pretty sure if you live in Vancouver, You see this guy somewhere on the street at least once a day.
He is the Mexican wrestler guy from the Koodo mobile advertisement campaign.
I have always been curious what Koodo was and I looked up a little bit and found out that it was created by Telus.
Koodo is technically a new product line targeting customers who do not want to get a contract for their cell phones, who they do not want all the fancy stuff that come with you phone.
Telus created a brand new company just to provide the service because what Koodo does is totally different from what Telus had been doing. Also, Telus was probably willing to have koodo appear as something brand new and innovative. There was a need for a construction of a new brand.