Title	LIVING WITH LAG
Brand	UMEÅ ENERGI/UME.NET
Product/Service	FIBER BROADBAND PROVIDER
Category	B01. INTERNET FILM
Entrant Company	ANR BBDO Stockholm, SWEDEN
Advertising Agency	ANR BBDO Stockholm, SWEDEN
Media Agency	MAXUS GLOBAL Stockholm, SWEDEN
Production Company	STOPP/FAMILY Stockholm, SWEDEN
Production Company 2	HARD HAT Stockholm, SWEDEN

Name	Company	Position
Oskar Skott	ANR BBDO	Art Director
Stephanie Moradi	ANR BBDO	Copywriter
Daniel Åhlman	ANR BBDO	Copywriter
Andreas Lönn	ANR BBDO	Creative Director
Fredrik Pantzerhielm	ANR BBDO	Account Executive
Giustina Guariglia	ANR BBDO	Production Manager
Camilla Westman	ANR BBDO	Pr Manager
Anna Jensen	ANR BBDO	Planner
William Björnstjerna	ANR BBDO	Graphic Designer
Gabriella Karlsson	Stopp Family	Creative Director
Håkan Boqvist	Stopp Family	Developer
Anna Nauckhoff	Stopp Family	Producer
Lisen Stålberg/Olmert	Stopp Family	Head Of Interactive
Gustav Fromell	Hard Hat	Director
Johan Helmer	Hard Hat	Cinematographer
Jenny Hedberg	Hard Hat	Producer
Simon Vallin	Hard Hat	Editor
Anders Brandén	Hard Hat	Sound Engineer
Edward Björner	Stopp Family	Sound Design Arrangement
Annika Pehrson	Stopp Family	Grading

Brief Explanation

The fiber broadband provider ume.net offers one of the fastest internet connections in the world. To highlight this, we performed an experiment that brought internet’s biggest disturbance to life - lag, a common symptom of slow connection. By equipping four volunteers with a custom-built lag machine that could adjust video resolution and simulate real-time buffering and delay, we illustrated how frustrating slow connections can be. The film demonstrated how simple, everyday tasks such as cooking or bowling became extraordinary hard with real-time lag, and targeted an audience that appreciates and understands the need for fast connections - tech and gaming enthusiasts.