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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