Ad of the Day | Swedish Telco Telenor takes a stand for screen-time

Ad of the Day | Swedish Telco Telenor takes a stand for screen-time

Aug. 20, 2019

There’s plenty of prejudice surrounding the screen time we spend each day. Prejudice that Swedish telco Telenor refuses to let slide. In their latest campaign, they challenge the ill-informed opinions that they believe stand in the way of maximising our full potential.

In the campaign, created by international creative agency ACNE and with a film directed by award winning director Adam Hashemi, the company tackles attitudes about a range of online phenomena – from esports and influencers to online dating and online workspaces. The campaign features one of the world’s biggest esport stars Olof “Olofmeister” Keijber, 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, says:

“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.”


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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