Cazzo.
Cazzo.
Cazzo.
(Fuck, fuck, fuck)
This is what happens in Italy when internet is slow. People swear and lose their minds.
But not all Italians know that when there is poor connection, there is only one thing to blame: the copper cable.
Same old story: every internet provider promises a fast connection, but then gives you the copper cable.
So how to launch the new Virgin Fibra offer in Italy, the one with a real 100% pure FTTH fibre?
By sending a strong message to every user: enough with this copper cable, fuck the copper cable,
as Italians would say it. How did we do it?
By playing with words, switching them to make it look like we were swearing in an ad.
MAKE EVERYONE BELIEVE WE PUT
A SWEARWORD BEHIND RICHARD BRANSON
In order to convey our message, we involved Virgin Fibra's Founder
in a live stunt in Milan in front of press and influencers.
TURN OUR STUNT INTO
AN OUT OF HOME CAMPAIGN ACROSS ITALY
