So fast, you’ll miss it.

When Etisalat partnered with Expo 2020 Dubai to roll out its cutting-edge 5G network across the entire site, we were tasked with turning speed into a story, and making it fun.

We developed a playful, high-energy content campaign built around a simple insight: 5G is so fast, you won’t be able to keep up. We came up with the core idea and led the team in writing a series of lighthearted scenarios that brought this to life - each one a fast-forward moment through everyday experiences.

From a gym-goer who transforms in a single rep, to a dating app match that jumps straight to marriage, to a job seeker who walks into an interview and walks out promoted - each vignette humorously exaggerated the power of instant, super-fast connectivity.

We worked closely on developing the narrative arc, crafting the scripts, and shaping the tone of the campaign to land the humor while showcasing the tech benefit.

The campaign was a hit, resonating well with both our partners at Etisalat and the broader Expo community. It proved that even in a hyper-digital world, a good laugh goes a long way in making tech feel human and memorable.

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