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To inspire sweethearts to “live less of the same”, Telefonica's Vivo - largest telecom operator in Brazil - launched on June 12th, when Valentine’s Day is celebrated in Brazil the campaign #relove, created by ad agency Africa and directed by Vellas from Saigon. In the film the brand narrates the story of a guy that draws his girlfriend attention using the Internet as a means of connection between them in a playful game that will lead them to a “face to face” romantic date. With this campaign, Vivo entices people to “live more love and less everything else” and creates a connection between the physical and virtual worlds.
This is the second film of a series that shows the evolution of the brand’s positioning to “live less of the same”, bringing a contemporary view on the relationship people have with connection. The video shows that technology is a guiding thread that creates connections between people, but that does not substitute face-to-face personal contact.