Each summer, Locarno hosts the international film festival. Swisscom, a long-time sponsor of the festival, wanted to present the brand in an unusual and surprising way. Unlike what you would expect from a mobile network provider, we decided to remind the audience to mute their devices. The viewer was quickly pulled into a classic film scene, only to have the suspense killed by the specifically located sound of a ringing phone outside in the Locarno audience. To everyone’s shock, the protagonists on screen were affected, too and spoke directly to the camera and thereby to 8000 people in front of the screen on the Piazza Grande each night. The spot will also be shown in cinemas across Switzerland.