CHALLENGE

Demonstrate the superior functionality of the brand in terms of SPEED and UNINTERRUPTED 24/7 SERVICE!

Seed

The traffic in Colombo is a contradictory representation of everything Hutch provides in terms of service.

Idea

Use the Colombo congestion to illustrate the Hutch services.

Execution

Bikers with life-size Hutch dongles strapped on their backs zoomed through the heart of Colombo, weaving their way through the city’s traffic.

At the same time representatives bearing placards stood at traffic light intersections to flash commuters with the message “STUCK?” when the light turned red and then “UNINTERRUPTED INTERNET SERVICE” when it turned green.