Many people are controlled by the data limits of their smartphones, but we wanted to show people that they should not let such things control them; that they should face smartphones and other technologies properly.

In the current state of affairs where people let their lives be controlled by the data limits of their smartphones, we used video and music to convey the message that people need to properly tame their smartphones as the ones in control.

As a movie that criticizes the situation of people being bound by their smartphones, we had a famous rock singer who had never once tried to rap, sing the hip-hop song “Be Unbound”.

Mainly aired as a TV commercial, as well as on the web. The artist also actually released the song on CD.

Centering on the artist’s fans, it attracted quite a lot of attention. Many tweets were made about it on social media, and the rock musician's first foray into rap echoed broadly.