Free Mobile launches its 5G offer with Herezie

Ad Agency
Video advertising:

French mobile operator Free has been regularly disrupting the country’s market since 2002. Today, they are continuing to make the latest innovations more accessible with a new unlimited 5G mobile offer… at the same price as its 4G plan. 

If it’s better, it’s more expensive… Not at Free 

To communicate the extremely competitive offer, Paris agency Herezie created a campaign built on insight and a long-standing financial principle: when it’s better, it’s more expensive. 

The saga 

The campaign lays out a series of scenarios (cavemen bartering, trades between gangsters, soccer transfers, the choice of weapon in video games), each illustrating, in the brand’s characteristic light-hearted, mischievous tone, that it costs more if you want something better. 

Each film ends with the same impactful conclusion: “Not at Free”, emphasizing the exceptional nature of the offer.  

Signature playful treatment 

To direct and produce the films, Free and Herezie turned to production house Birth and its director duo, Martin Jalfen and Valentin Guiod, known for their refreshing, upbeat outlook, abounding with pop culture references (cinema, football, gaming…). 

The campaign features “He’s Got My Money Now” from Czech group The Silver Spoons, a nod to the campaign’s theme which subtly reasserts the message that Free’s 5G offer is the most affordable on the market. And, as always, various easter eggs are hidden throughout the films for viewers to discover.  

A TV and digital media plan 

The campaign will be unveiled on TV and online Monday, March 1st. You can watch it here:  

There will be a 1m45s long film designed for digital, and for TV 35s, 30s and 20s versions will rotate to highlight each stage. Shorter 15s versions will also be broadcast on VOL and social media. Various social activations will complement the operation over the coming weeks.  

“Free Money” consists of a 1m45s digital film as well as shorter versions – 35s, 30s, and 20s – for TV, and 15s versions broadcast on VOL and social media. A variety of social activations are also organized to accompany the campaign’s rollout over the coming weeks.


Brand: Free

Marketing director: Camille Perrin 

Advertising manager: Gwendoline Helary

Creative agency: Herezie

Chief Executive Officer: Andrea Stillacci 

Executive Creative Directors: Paul Marty, Etienne Renaux 

Art Director: Rodolphe Pinta 

Copywriter: Théo Castagne 

International Account Director: Dimitri Boudnikoff 

Account Manager: Camille Pothier 

TV Producers: Barbara Vaira, Laureen Rigot, Tanya Kozlova

Production: Birth

Directors:  Martin Jalfen, Valentin Guiod   

Executive Producer & CEO: Hugo Nathan-Legrand 

Assistant Producer: Tara Pehaut 

Production Manager:  Thomas Aboulker 

Production Assistant: Dounia ISSA 
Director of Photography: Pau Castejon 

1st assistant director: Jacques Eberhard
Post-Production: Firm 

Post-Producer: Johan Luce- Antoinette 

Music: “He’s got my money now” / The Silver Spoons

Sound Production:  Benzene

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