A couple of moldovan peasants prepare to go to the market next village and sell some milk. They leave in their carriage. While on the road, a phone rings. As they continue their way, the wife calmly answers the phone and we notice a fixed phone apparatus with a very long string is attached next to their places. She exchanges a few words than hangs up. The string suddenly becomes shorter and shorter, than it stretches and pulls the carriage back. All the milk is spilled but the couple goes on with its trip...
Filosofía
Since most of the Moldovan population is concentrated in the countryside, the agency chose to address the target in the most direct and educational way possible: a demonstration of mobile telephony direct benefits. The characters are local and so is the music, a classical russian popular tune.
Problema
Moldovan market it's quite emerging, especially in the sector of mobile communications. The client had a new product to launch: Voxstar, which had the unique quality of having the cheapest included minutes on the market.