A large proportion of New Zealanders were unaware that they’re suffering from a debilitating affliction – it’s called ‘Bad net’. Mobile networks had been pushing wireless broadband to consumers without them understanding the performance limitations. We had to connect with people on a human level to make them care enough to engage with such a functional utility.

Impact:

A campaign that helped build an emotional connection between the humans of New Zealand and the fibre optic network - something previously considered impossible. It was the launch of a brand platform that normalised fibre and weaned the nation off wireless broadband.