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How do you communicate prices so low they feel unreal?
For Swedish mobile operator Fello, creative agency Åkestam Holst found an answer by creating a world where strange and impossible things happen in broad daylight, only to reveal that Fello's prices are even harder to believe.
Directed by Gustav Egerstedt through Giants & Toys, the campaign consists of a series of films built around a simple setup: ordinary people are interrupted by something extraordinary.
In one film, a man talking on the phone suddenly spots what appears to be a man floating above the ground, attached by a balloon. In another, a woman witnesses a dancing street bush. Both react the same way: "That's completely unreal!” But they're not actually looking at the bizarre scenes.
A reveal shows that their attention is fixed on a nearby billboard advertising the Fello's latest offer. The impossible sights are merely background details. Fello's prices, apparently, are the most unbelievable thing in view.
"I loved the idea of these absurd, impossible moments, only to reveal that they're actually not the point of the story at all.” says Egerstedt.
The films lean into deadpan Swedish humor, using understated performances and practical-looking visual gags to create a world where the impossible coexists with everyday life.
The campaign launches across TV, online video and social channels in Sweden.
