When Bouygues Telecom decided to launch the largest 4G network in France, DDB did not want to speak about speed but to demonstrate the real impact of the power of 4G. The "Become" manifesto is a tribute to all that we can now do, no matter who or where we are.
Bringing a new dimension to its identity, in a market mainly focused on price and functional value of products and services, Bouygues Telecom claims its leadership and raise its ambition up to the revolutionary 4G technology and its impact on people lives and society. Still, despite its sense of newness, the campaign stays true to the brand's values and constant commitment to widening access to new technologies and freeing consumer usages. That's the meaning of the new base line: "Bouygues Telecom, le progrès vous appartient (progress is yours)".