Tele2. TVC. Wasting time

Creative agency: VUCA COMMUNICATIONS  Creative director: OSKARS KLAUZE Director / editing: REINIS SPAILE Producer: SAMANTA SMOKTIJA DOP: JANIS JURKOVSKIS CC: MAX GOLOMIDOV Music: ALEKSIS LURINS Account director: LINDA MIKELSONE

The pressure kids experience at the beginning of the school year can have a substantial impact on mental health. Thus, in Back to School campaign we, Tele2, decided to take the side of the children. When adults come up with numerous do's and don’ts, kids true wishes, genuine interests and natural activity patterns are often put aside. Seeing offsprings glued to smartphone screens usually triggers nothing but aggression. As a result, parents become blind to the fact that kids use mobile internet for exploration of new things, getting in touch or relieving stress. In reality, if all kids’ screen time is just a «waste of time», all their daily routes from school to music or sports schools is nothing more than just «rambling around».