48 It’s Your Time (Commercial)

Director: Milan Balog
Agency: Brando
Production: boogiefilms

The telecommunications brand 48, an Irish Mobile Network for young people between the ages of 18 and 22, promoted a campaign called ‘22 – It’s Your Time’ as if they were intoducing a new horror movie. They created a movie trailer, movie posters, and web page takover. But, there was no movie. After a few days, they revealed the truth about the commercial campaign and its message – Play While You Can.