Telenor - "That's not real" / Telenor takes a stand for screen-time (2019) :60 (Sweden)

Telenor pokes holes in the "offline prejudices" regarding how much time we spend online each day with this film. An older man reading the sports pages in his couch starts it off by declaring eSports to not be " a real sport". An influencer spotting a fuzzy blue hat that she selfies herself with sasses off that "This isn't a real job". Even the well-meaning mother wants her daughter to stop swiping left, and "meet someone for real." 

Directed by award-winning director Adam Hashemi, the commercial features one of the world’s biggest esport stars Olof “Olofmeister” Keijber, the Olympic gold medalist and Stanley Cup Winner Håkan Loob, and Cajsa Wessberg – influencer, illustrator and model. 

Linda Wetterborg, Tribe Lead, Sales and Marketing at Telenor explains: 

“There’s a common belief that the online achievements and activities are less valuable than IRL ones. We don’t believe that and with this campaign, we want to encourage people to reflect on what their attitudes actually say about them.”

Erik Bergqvist, Executive Creative Director at Acne, continues:

“By balancing humour, sincerity and seriousness, the campaign’s aim is to encourage reflection with a message that even the naysayers can relate to. That led to a distinct visual approach and a tone-of-voice that differentiates itself from what you normally see from a Telco.”

With the tagline: The world has changed. Have you?  Telenor with this commercial aim to respond to the current ongoing debate surrounding the negative impact of online use, and hopes to open up for a more nuanced dialogue about screen-time and encourages everyone to challenge prejudice. Because Telenor wouldn't want you to unplug.

lient: Telenor

Linda Wetterborg, Tribe Lead Sales and Marketing 

Tobias Clewemar, Head of Brand and Marketing strategy

Mimmi Sköldberg, Brand Campaign Manager 

Kendra Ibsen, Product Owner Brandhouse

Mathias Muhrman, Senior Content marketing Manager

Agency: Acne


Erik Bergqvist, Executive Creative Director
Niclas Norström, Planning Director
Tommy Carlsson, Creative Lead
Joel Lindblad, Copywriter

Isaac Bonnier, Senior Art Director
Henrik Åkerberg, Final Art

Johanna Gradin, Account Director

Pia Hansson Näslund, Account Manager

Fredrika Frenkiel, Account Manager
Olle Lindgren, Executive Producer

Production company: Bacon


Adam Hashemi, Director
Samuel Cantor, Executive Producer

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