For a lot of young people, moving into their first share flat, or home of their own is the first time they have a chance to choose their internet connection. It’s actually their call, not their parents'.

So the idea was simple: your internet shouldn't look or feel anything like the one you grew up with.

We built that into a bold, fully animated identity — fast moving typography, a look made for people who scroll, not stare. It rolled out across TV, out-of-home, radio and online video, every piece moved and felt different but was unmistakably, boldly part of the same world.