Gaze at the Speed

To make 5G speed impossible to ignore, MTN Irancell turned a highway billboard into a living speedometer. Built around the line “Gaze at the Speed,” the copy works in two ways: it reminds drivers to watch their driving speed, while also pointing to how fast Irancell’s 5G really is. Light trails surge across the top of the board as the needle accelerates in real time, dramatizing the jump from everyday browsing to true 5G velocity. Designed for drive-by impact, the kinetic motion delivers a clear message in seconds: this is internet at full throttle — transforming speed from a promise into something you can actually see. The campaign rolled out through an extensive OOH presence across Tehran — including two kinetic COOH structures — and expanded to major cities such as Isfahan, Shiraz, Ahvaz, Mashhad, and Babol.