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One of the basic rules of advertising is: think outside of the box.
However, even more important rule of advertising is breaking the said rules! This is precisely what we did by shaping our thoughts to fit the box! The tasks was: mts BOX. The convergent nature of the service, which has flexible offers including all telecommunication services an average family might need, logically led us to believe that mts BOX contains in itself the entire world of consumers. For that reason, the idea was to show the whole world of consumers in the shape of BOX.
This was one of those creative processes when rolling the dice paid off.