Only really interesting and high-quality offers survive in telecommunications industry year in and year out. Thus, as part of the trend of integration of all telecommunications services, the mts BOX emerged. BOX, as surely everyone already knows, is a television (as a service), a fixed line and a mobile postpaid tariff of user’s own choosing in a single package, on one bill, with savings for the whole family. Every year BOX becomes even more perfect, newer, faster, more affordable, more beautiful, better, more comfortable, more versatile, easier to use and quite suited for users “from 7-77” (and beyond).
One of the truths about the BOX is that the BOX is a favorite service of a Serbian household, because it rounds up their exact choice, their small universe of communication and entertainment. Custom tailored for every family and individual user, BOX is the favorite part of our reality, and as ubiquitous in our lives (communication, entertainment, information flow) BOX creates a world of its own: the BOXY WORLD.
The idea is that everything that is not a cube, with the new Box becomes the cube, which introduces us to a wonderful, different, organic-digital world where a chewing gum bubble is a square, the racket for table tennis as well. A Bichon doggy is sporting a “boxy” mane, girls have boxy hairstyles, and even tights are no longer what they once were. And ice cream… let’s not even mention it. In the era of mega pixels, Instagram, retro chic, virtual life with virtual friends, the power of all social networks combined, unnatural actually becomes very natural. Visual illusion of the great Morris Escher spreads around us, and within us. With hip melody and unusual scenes of a boxy world this ATL campaign attracts attention, seems fresh, communicates great with the audience and stirs the imagination of consumers.
And since we no longer perceive anything as real if it wasn’t posted on a social network, immortalized by a smartphone, if it hasn’t been shown in a TV show or talked about in a chat or over the phone, the boxy world really rules our lives. Snap a photo of an ordinary breakfast, hang it on Instagram and the egg takes on a new shape!
BOX is certainly a service package of the future, and if you calculate how much you save, you will conclude that the BOX Packages are really PERFECTLY SQUARED!
FANFARE! A blow to the cymbal for finale, the square cymbal …
The Boxy video:
Creatives: Dubravka Petrović, Nemanja Stanković, Nenad Dodić
Accounts: Jelica Jauković, Jelisaveta Živanović, Marija Stamenović
Creative director: Vladimir Ćosić
Strategic Planner: Katarina Pribićević
Production: Tuna Fish
Director: Kosta Glušica
