one2free's 4G LTE campaign pokes fun at slow internet connections

The campaign, which runs until mid-September, challenges audiences to rethink previously acceptable interruptions to their mobile broadband internet.

Parent company CSL Limited was the first mobile provider in Hong Kong to acquire 4G technology late last year.

In addition, the campaign uses contextual executions in print, cinema and online, carrying the message of “you would not accept it in this medium – why would you accept it online?”

These include a newspaper page failing to 'load', films at the cinema pausing and buffering, and breaking news segments unable to deliver the information due to a slow connection.

CREDITS:

Project: one2free LTE launch
Creative Agency: TBWA\TEQUILA\Hong Kong
Client: CSL
Executive Creative Director: Mark Ringer
Creative Director: Lincoln Damen
Associate Creative Director: Annie Loo
Film Director: Barney Chua
Group Account Director: Jan Cho
Account Manager: Kenard Chui
Media Agency: OMD