BT's biggest ad in 20 years pays homage to Charles Dickens’s classic novel, A Tale Of Two Cities

Remember BT? It's today launched its biggest brand campaign in 20 years, revealing the company’s ambition to create a "better connected and more competitive Britain".

Called Beyond Limits, the campaign reflects the changing nature of the telecommunications giant and includes a TV ad led by Saatchi & Saatchi London, airing for the first time today. It tells a story of hope in a time of great uncertainty for Britain (which couldn't be more timely).

Capturing the mood of the country, it pays homage to Charles Dickens's classic novel, A Tale Of Two Cities, following the story of a young girl as she travels through modern Britain to reach her classroom of the future. The ad poses questions about our time and the role of technology in our lives. We're provoked to think of these scenes as both positive and negative, ultimately concluding that this is a journey of optimism and pride and how technology can play a positive role in our lives.

Led by Saatchi & Saatchi London, supported by other Publicis Groupe agencies as well as AnalogFolk and PosterScope and a wide roster of agencies across all disciplines, Beyond Limits also features digital and social advertising, significant PR and internal communications campaigns to communicate this new frontier for BT to its global workforce, as well as an experiential OOH activation and launch event.

As part of today's news, BT has also refreshed and modernised its brand identity – "not just a change of the brand’s symbol, but a symbol of the brand’s change". The new brand is illustrated with sophisticated indigo and contrasting brightness with new pink hues to depict an environment that has "depth and vibrancy".


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