The new IS when ‘what if’ becomes ‘when’ brand campaign includes print and outdoor advertising, a redesigned corporate identity (CI), digital and social media elements, PR and event management. The above-the-line print and outdoor elements aim to capture the essence of the IS brand, with a surreal depiction of technology set against the backdrop of peoples’ everyday lives, encapsulated through everyday headlines. Full service creative agency Hello World created a central campaign idea that encapsulates the company vision while remaining true to IS’ people centric approach to business.

The ad entitled ‘Conversations’ includes an image of paper planes flying past a restaurant window. This is very similar in concept to the current MWeb TVC, but conceptualisation of this ad took place last year and production was done in March, so it is pure co-incidence that both ads used similar concepts, says Pedro van Gaalen of Hello World Agency.