Impact the locals.

The UK's fastest broadband arrives and brings the city to life. Statues, landmarks and local quirks wake up to celebrate the new and speedy arrival, as only they can.

Every city has a symbol locals feel a genuine, almost proprietary connection to. Greyfriars Bobby in Edinburgh. The concrete cows in Milton Keynes. The owl in Leeds. Lady Godiva in Coventry. We built a creative system, not a template, multiple distinct executions, each anchored in a culturally specific icon. The campaign logic stayed constant; the cultural references changed every time.

One idea. Every channel.

From city-specific OOH and transport media to station takeovers, special builds and experiential extensions, the campaign used local landmarks, statues and cultural references to make a functional product claim feel big, entertaining and memorable.