‘Disconnect’ by Telenet Brussel

June 25th 2020

After three months of excessive screen time, people needed a break. And that’s exactly what Telenet Brussel encouraged them to do.

The Challenge

When the lockdown was announced, our lives were turned upside down. All of a sudden we had to figure out new ways of working, living, relaxing, ... In finding this new routine, screens played a prominent role and became our sole window on the world. We had meetings, we chatted, we dated and we afterworked via Skype, Zoom, Google Meet, Facetime, WhatsApp or Houseparty.

The Solution

But after three months we were fed up with talking to screens. It was time to leave them behind and go back outside. And Telenet wanted us to do just that. In a surprising campaign, screens share their experience from the past months and are convincing us to disconnect and discover the real world again.

The Result

That Telenet, the internet provider with the fastest network in Belgium, is asking people to disconnect is surprising to say the least. It shows that the brand is in tune with society and understands what people are longing for after this special period. The campaign was followed by an attractive offer to get people back on track after their digital detox.

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Laura De Deurwaerder Integrated Brand Strategist

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