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 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.
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
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-Producer: Johan Luce- Antoinette
Music: “He’s got my money now” / The Silver Spoons
Sound Production: Benzene