Art Direction for Yettel Hungary one of the biggest telecommunication company in the region.
Challenge
Based in Central Eastern Europe, Yettel formerly known as Telenor is one of the biggest Telecoms in the region. The PPF Group appointed SomeOne back in 2019 to craft an entirely new brand for its Bulgarian, Hungarian and Serbian markets. The aim to create a more digitally relevant brand for the future. Artificial Group advertising agency was tasked with adapting the Yettel brand for the Hungarian region, including the creation and execution of future campaigns.
A balanced life is a better life.
Fast, effective and efficient.
We make speed a benefit.
Clear, easy to understand and to engage with. We are transparent and open.
Friendly, welcoming, committed. We’re here to help our customers.
Trusted and experienced. We do the right thing. We care deeply about what we do. And how we do it.
Home Internet TVC
Yettel aims to encourage its customers to achieve balance in life and to offer products and services that support this ambition. But what is balance? It's different for every person. Yoga, relaxation, nerding out with friends, unwinding with family, or immersing yourself in a job that is both a vocation and a passion. Yettel helps everyone find their own balance through the digital world, which was the base thought of our first-ever TVC in Yettel's history.
OOH Bus Stop
Connected to the Home Internet campaign we had to develop eye-catchy outdoor advertising elements that can easily attract customers and stand out from the urban environment. Two bus stop was redesigned in Budapest in order to promote Yettel's wireless home internet service that can passengers try out as well. This how this design was born which contains Yettel's basic geometric elements and one of the TVC's scene.
Key Visuals
In a half year, the agency had to develop many key visuals for dozens of campaigns. Our aim was to find new ways in visual communication and to define balance as images that can be easily comprehensible for the Hungarian customers as well.
Always On
The client wanted to position Yettel as a brand that people could count on as an integrated service provider, as they are now achieving national coverage not only in the mobile but also in the home internet business. This way home internet is one of the main services that Yettel is promoting throughout the year. We had to come up with a key visual that can be used regardless of seasons and can simply convey the message of balance.
Reimagining Yettel's B2B Identity
Yettel's Hungarian management planned to impress their B2B customers with a special event. They asked for suggestions to broaden and redefine the brand guidelines for the B2B line on a tight schedule. Taking into account the visual guidelines set by SomeOne, we have redefined the B2B identity in a new guise, with a much more innovative look and feel.
Recycling Campaign
The main campaign for the summer period focused on recycling, with the brand aiming to collect as many old phones as possible. The mood of the key visual had to take into consideration the individual's responsibility in recycling, the look and feel associated with the summer season and, of course the simple expression of Yettel. We also designed unique badges that customers received when they redeemed their phone. This added an extra educational layer to the whole campaign, which we explained through a microsite.
Microsite
To complement the offline activity, we have created a microsite to engage more people in e-waste recycling. We took a completely new perspective on e-waste, by looking at its harmful effects on wildlife. The illustration set created by SomeOne was a great help in getting the message across and integrating it into the web design. We have also added an exploded view of a mobile phone, which was also featured in the TVC, to demonstrate the recyclability of each component and to add an extra explanatory section to the webdesign.
Art Direction
In nearly a year of agency work, I've been involved in several campaigns as a dedicated art director for Yettel, by defining several key visuals. The most challenging aspect of these projects was balancing the needs of the Hungarian clients, the professional expectations of the contractors and the brand created by the London agency. The agency experience showed me what the human mind can do while meeting the shortest deadlines. Artificial Group provided me an essential experience in my professional development.
Deliverables
According to the client's requirements, we created three different key visuals for each brief, each time. We made dozens of designs and modifications under half year and delivered different kind of medias. In a year, we developed three TVCs, different innovative solutions to boost sales in retail, created visuals for outdoor medias, such as billboards, posters, building wraps, found new ways in online advertising and designed animations and microsites as well.
