WIND-F2G Flame

This campaign by The Newtons Laboratory for WIND telecommunications, aimed to change the way people -especially young consumers- see the brand and raise awareness concerning the new F2G app and WIND F2G’s services.

The integrated campaign, built mainly around its TVC, produced by Filmiki productions, started at 12/10/2017 and managed to give the creative agency 4 gold awards at Ermis Awards (TVC, campaign, production, original music). WIND is one of the biggest clients of The Newtons Laboratory and has given them the opportunity to create multiple successful campaign that they are rather proud of. “Flame” is definitely one of them, as the Art director Dimitris Vikelis claims. They took a risk, they tried to change the brand’s aesthetic, make it more modern, closer to its young users and go viral.

In the domain of creative advertising, creative agencies usually have to take a step back and “put their creativity into boxes” in order to please the client and out of fear of “going too far”. However, when it comes to the “Flame” case, the agency did not compromise at all and managed to create a campaign that does not remind us any of the usual greek telecommunications’ TVCs and campaigns. From the intense original song “Inferno” from Kareem and Keengboy to the amazing design and the everyday scenes being on fire it reminds us of a rebellious music video or a creative direction of a sports ad, just like the Sick Kids ad.

Even the different implementations of the campaign were out of the ordinary and out of the box, including stickers, AR prints and more that are yet to come.

The Newtons Laboratory succeeded in creating creative value, obtain the “difficult goal” that WIND set and create brand value for their client. And all that by simply trying to promote the new F2G app and get the customers to “speak out about all those stuff that burn inside of them” through Wind telecommunications’ services.

The Ogilvies: Danai Lyratzi, Xenia Ntavranoglou, Stavroula Pollatou, Ioanna Thanasi, Katerina Tsigarida

Lab coordinator: Lina Kiriakou