Sweden – Luddites are given a lesson in the good that comes from screen time in telecom company’s latest campaign.
Telenor’s 60-second campaign, The world has changed, have you?, demonstrates just how far reaching and persuasive our online actions can be – for the better. Created by Swedish agency Acne, it features an e-sports player panned for not having ‘a real job’, and a mother who asks her daughter ‘why don’t you meet someone for real instead?’ as she swipes through a dating app. Telenor playfully upends these outmoded attitudes by speeding through the successes that can come from being connected.
While unbound screen time and social apps have been widely criticised for creating a generation of addicted device users, Telenor is promoting the positives of lives lived digitally. As we pin, post and preen our online identities, these personality fragments are forming the new components of a Sharded Self – in which we inhabit multiple lives, both on and offline.