Challenge: Even when there's an easier way, people often choose the hard one, like following complicated life hacks" that take more effort than doing the actual task. Managing telecom services is no different. Many customers still believe the easiest way is to visit a store in person. So how do we shift that perception and behaviour, and show that the smarter choice is already in their hands?

Idea: We created an integrated campaign that celebrates the absurd ways people complicate their lives. Through exaggerated, hilarious scenarios, we show people going to great lengths to solve simple problems the hard way. All to prove a simple point: choosing to visit a store instead of using our online channels is also choosing the hard way.

Market: UAE
Credits: Daniela Aguirre, Jericho Dizon, Denise Gregory and TBWA\Raad ©2025