STUIQ's iWay Campaign: The Swearing Budgie
No. No. Not again … «Damn Internet!» – With this provocative message, the Zurich-based creative agency STUIQ is launching a new brand campaign for the telecommunications provider iWay. A striking TV commercial, AI-powered animations, and typographically bold visuals are sure to grab attention.
STUIQ's iWay campaign says what many are thinking
No. No. Not again … «Damn Internet!»—Who hasn’t been there? The Zurich-based creative agency STUIQ uses this very frustration as the starting point for the new iWay campaign. With a striking TV commercial, digitally enhanced visuals, and out-of-home (OOH) advertising, STUIQ’s iWay campaign positions the telecommunications provider as an honest alternative in a market environment marked by frustration.
It’s a familiar scenario: You’re sitting at home, ready to watch your favorite show on Netflix—but just then, the internet goes down or the router crashes. That would be bad enough, if it weren’t for the annoying budgie. STUIQ has turned this everyday disconnect between expectations and reality into the core of a short, humorous TV commercial. The commercial exemplifies a campaign that deliberately doesn’t mince words.
Humor Meets Authenticity: The STUIQ Strategy for iWay
According to the company, IWay has always stood for fair Internet, TV, and mobile services. Authenticity, humanity, and transparency are intended to shape not only the company’s product offerings but also its personalized customer service. It is precisely this approach that is reflected in the company’s communication strategy: direct, honest, and closely aligned with the customer experience.
STUIQ handled the entire campaign and film production in-house. The agency also leveraged its AI expertise to portray the budgie and its movements in a lifelike yet slightly «cartoonish» way. The goal is to generate brand recognition, a smile, and goodwill—and to strengthen iWay’s image as a likable and honest telecommunications specialist.
In addition to the TV commercial, other assets were produced for digital channels, DOOH, and an NZZ branding page. According to the press release, the multimedia campaign is entirely focused on raising awareness.
Fabienne Ita, Deputy Head of Marketing at iWay, comments on the collaboration: «I think it’s great when you can find simple messages that you can package just as simply, but with a lot of entertainment. STUIQ never ceases to surprise us in this regard.»
Responsible at iWay: Francesco Caiafa (Head of Marketing and Product Management), Fabienne Ita (Deputy Head of Marketing, Marketing Coordinator), Amanda Fuchs (Senior Designer). Campaigning/Film: STUIQ. Cast: Fisar Sefa. Sound Design: DubDub Studios. Grading: Davide Greco.
