The TIM (Telecom Italian Mobile) Campaign expands the reading of the brand's original concept: living without frontiers. Frontiers are more than geographic limits. They can be of social class, race, religion, etc TIM believes that communication only takes place when frontiers are broken. And we perceive that the excess of technology can also create a barrier between people and a better life. Then TIM – a technology and telecommunications company – has made a campaign stimulating people not to depend on technology. That is, do not use our product. Instead of living faster, take it easy. Do not use our services so much.

On the Brazilian Valentine's Day, we reached our sales objective by asking people to turn off their mobile phones, followed by a commercial showing how a life free from the hurry and oppression imposed by technological progress is. A commercial filmed under water shows life in a brighter place. An external media action re-empahsises the concept. We carried out actions involving surf's easy-living culture. including TV programmes with testimonials by people connected to the surfing lifestyles.