The Wake-Up Call
60% of Dutch phone subscriptions are so-called ‘sleeping contracts.’ Many people unconsciously renew their phone subscriptions over and over again, often leading to overpayment.
Mobiel.nl’s new brand positioning focuses on empowering users, opening their eyes, and helping them choose the subscription that suits them best. This is captured in the new tagline, ‘Dat bepaal je zelf wel, op Mobiel.nl’ (You decide for yourself, at Mobiel.nl), bringing back autonomy and delivering a clear call to action for all the sleepyheads out there.
With the campaign message, ‘Don’t be lulled to sleep any longer,’ set in a visual world of sleeping people and walking beds, we illustrate this situation in a young and absurdistic way.
Kesselskramer
— 2025
Client: Mobiel.nl
Kesselskramer team
Creative Director & Copywriter: Rens de Jonge
Production: Solange Muya
Production: Ninnog Duivenvoorde
Account Manager: Els Versluis
Film & production team
Director: Puck Litaay
Production agency: Sticky Stuff
DP: Sammy El Hassani
Styling: Indiana Roma Voss
Art department: Marieken van Huistee
Casting agency: GEM faces
Photography: Mark Bolk
Music: Martijn Ruytinx
︎︎︎Hero film (20 sec)
︎︎︎Short films
THE WAKE-UP CALL © 2025