Sometimes, the best way to make a point is not to talk about it. That’s the approach we adopted with the re-launch of the Carrier Declarations. This concept has been a long-standing success for Telia Carrier, but it needed a new spark of life.

So instead of talking about the declarations, we found people who embodied each of the 6 principles and let them tell their story. The outcome is 6 short films and 6 remarkable stories.

We started with a mindful cyborg and a 78-year-old adventurer. Then we met Lily. She spent 1.5 days building the Internet out of 15,000 dominoes. And as it turned out, the Internet loved it. The video has already had over 1.5 million views in its first week.

The results for Telia Carrier are clear to see: a dramatic increase in web traffic, awareness and prospects wanting to know more about the Carrier Declarations. We’re trying really hard not to say domino effect. Oops, sorry.