2016 Winners & Shortlists

The Campaign

Millennials share every part of their life on social media, and this excessive sharing leaves us with a few interesting stories, and an abundance of rather trivial and annoying content. While we can tolerate these things online, they would not be tolerated in real life. This insight is what triggered the idea that some things belong online, and Mobinil's new offers help keep them where they belong. Mobinil was often perceived as a brand that spoke to older generations, so when we were challenged to create ads catering to Millennials, we had to ensure that our ads we insightful and culturally relevant to our target group.

Creative Execution

Interior - Living Room Text message: “Your data bundle is about to expire” Boy: My love Girl: Liar Boy: Why? What’s Wrong? Girl: (baby talk) I won’t tell you… Boy: Why my love? Girl: (baby talk) I haven’t eaten all day Boy: Why Honey? Girl: (baby talk) I’m saaaaad. Boy: Saaaaad? Why honeybun? Girl: (baby talk) I won’t tell you… Boy: Why? Why snookums? Girl: Why didn’t you call me all day yesterday? Boy: Why don’t you open your bag? Boy: What has my love been wanting for so long? Girl: hahahaha Boy: Honestly guys, isn’t she the most precious thing in the universe? VO: Sweet talk belongs online! If you had called #2015# and subscribed to one of 5 new internet offers from mobinil, you would’ve done this. Period.