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Telenor Takes a Stand for Screen Time with Prejudice-Smashing Campaign
21/08/2019
Group745
Creative Consultancy
London, UK
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ACNE tackles attitudes about e-sports, influencers, online dating and workspaces for the Swedish telecoms company
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There’s plenty of prejudice surrounding the screen time we spend each day. Prejudice that Swedish telecoms company Telenor refuses to let slide. In its latest campaign, Telenor challenges the ill-informed opinions that it believes stand in the way of maximising our full potential.

In the campaign, created by international creative agency ACNE and directed by award winning director Adam Hashemi, the company tackles attitudes about a range of online phenomena – from e-sports and influencers to online dating and online workspaces. The campaign features one of the world’s biggest e-sport stars Olof “Olofmeister” Kajbjer, Olympic gold medalist and Stanley Cup winner Håkan Loob and Cajsa Wessberg – influencer, illustrator and model.



“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.” says Linda Wetterborg, tribe lead, sales and marketing at Telenor.

“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,” continues Erik Bergqvist, executive creative director at Acne.

By asking a simple question – 'The world has changed. Have you?' – The campaign responds to the ongoing debate surrounding the negative impact of screens, opens up for a more nuanced dialogue about screen-time and encourages everyone to challenge prejudice. 

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