Vodafone New Zealand is tackling physicist Stephen Hawking’s theories on time in a new campaign to launch its upgraded mobile and broadband network.
Created by DDB Aotearoa, ’The Smart Network’ campaign uses Hawking’s words to highlight the pace of change and how time flows at different speeds.
The spot explores the idea of the slipperiness of time, which has become particularly pertinent during Covid, and contrasts fast and slow-motion to bring this idea to life.
Georgia Mahaffie, head of brand and marketing at Vodafone New Zealand, said the ad aimed to show New Zealanders the telco’s work to keep people connected. ”While many have felt somewhat suspended in time over these past few years, Vodafone has never worked harder or faster to build a safer, more secure network that meets Kiwis’ needs today and their high expectations for the future.”
Matty Burton, the chief creative officer at DDB Group Aotearoa, added: ”What is a network and what is it even for? For the average consumer or business, it is essentially invisible and as long as it works, is safe and secure, then it is not really thought of. But there is a lot of work that goes on behind the scenes to give you this feeling of everything working and to give everyone the ability to thrive.
”The Smart Network has been built looking around the corner to what tomorrow will bring and that is where the inspiration has come from for this campaign.”
The campaign runs across cinema, OOH, radio, digital, social and in-store.
