T-Mobile launches new campaign to showcase T Fiber, the fastest optical Internet in the world

Optical Internet T Fiber represents the most advanced technology for Internet connection. It is the technology of the future and is ready for further speed increases as user demands grow. Compared to a conventional connection, it works ten times faster and is stable in all weather conditions.

"Demands on internet connectivity are increasing as everyone in the household uses the internet on different devices at the same time, whether they are streaming movies, making video calls or playing games. In addition, not only computers and mobile phones are now connected to the Internet, but also refrigerators, washing machines, vacuum cleaners and air purifiers. A fast and stable connection is essential for all these devices to operate smoothly at the same time. T-Fiber, the strongest fibre-optic Internet to date, is one of the flagship products in our entire portfolio - with the current campaign we want to raise awareness of its special features and strengthen the perception of T-Mobil as a major player in the home Internet sector."

Ladislav Báča, Head of Brand & Marketing Communication, T-Mobile Česká republika

The key visual is a gorilla with magenta fur and will be used in T Fibre's communications for a long time to come as a symbol of strong connection. The final image of the gorilla was created in collaboration with post-production company R.U.R. It was created by Jan Jinda, who has worked on the studio post-production of popular "Marvel" films, Jan Bubeníček, a well-known Czech animator associated with the animated film Alois Nebel, and Tomáš Král, a 3D graphic designer.

"We were looking for a long-term symbol that evokes strength. Non-violent, but absolute. It's not just about power, of course. It's just as important to create a symbol that people can relate to and like. There were a lot of people involved in the project who put a lot of effort into it - I think it shows in the result".

Lais Veloso, Art Director Ticino

The campaign will run on outdoor screens in five selected Czech cities - Prague, Brno, Zlín, Chomutov and Ústí nad Labem - from 1 August. Online, it will take the form of display advertising, six-second bumpers on YouTube and a campaign on social networks Facebook and Instagram. The media mix will be complemented by radio spots and point-of-sale spots in the operator's stores.

Campaign presentation

Creative: Ticino (WPP)

Media: EssenceMediacom

Microsite and online formats: Proboston

Key Visual production: R.U.R., Jan Jinda, Jan Bubeníček, Tomáš Král

Creative Director: Michaela Pechanová

Art Director: Lais Veloso

Copywriting: Matouš Hruška, Tatiana Hořavová

Strategy: Kim Hofmanová

Account Management: Matej Paluš, Klára Kyselová

Key Visual production: Simona Gregorini (Bubenská Production)