LMT rebranding

Mobile operator LMT had lost its appeal to consumers. The brand platform hadn’t changed since 1992 and competitors attacked aggressively. To reverse the trend we repositioned the brand around the idea that its customers are “doers” not “moaners” that think that Latvia sucks. To express this attitude and inspire our followers we created an energetic video. We set three criteria for it: use phenomena and humor unique to Latvia, glorify everyday and local things, use provocation and slang.