5G Onion

Creative idea

We showcased 5G’s potential to address global challenges, like sustainable food supply, by turning a common Swedish onion into a symbol of innovation. Partnering with Ekobot, Telia used 5G-powered autonomous field robots for precision farming, improving weed control and onion farming with less pesticides, better taste, longer shelf life, and higher yields. The '5G-onion' was introduced as a tech innovation, using the visual style of tech products. By transforming a complex topic into something tangible and edible, we made 5G relatable and interesting, highlighting its unseen impact on everyday life.

Brand name: Telia
Advertiser / client: Telia Company
Product / service: Telecommunications
Campaign name: 5G Onion
Agency network: MCCANN WORLDGROUP
Agency: Prime Weber Shandwick Stockholm
Creative director: Christoffer Lind
Art director: Fredrik Vindelälv
Copywriter: Kasper Moss, Pontus Åberg
Designer: Johanna Åkesson
Client account director: Maria Löfcrantz Ramsay
Strategic planner / strategist: Matilda von Scheele
Senior planner: Lisa Ström
Pr director: Victor Grundén
Digital creative: Erika Fridehäll
Additional company: Jonathan Gustafsson - Project Manager David Aronson – Senior Creative Hannes Kerstell, Viktor Sommer, Daniel Wahlström - PR Emelie Demsell - Communications Lead Elias Betinakis - Head of Strategy Roija Rafii - PR & Media Gina Azaric - Chief Marketing Officer Cecilia Forsberg - Brand Director Linda Tylestedt - Head of Consumer Marketing Kristian Lundman - Head of Creative Dennis Phang - Motion Director Daniel Ahlgren – Graphic Designer Chun Kit To – Social Media Manager