CenturyLink
Two Sides
CenturyLink is a national TV, phone, and internet provider with a large footprint outside the northeast.
PROBLEM
CenturyLink was navigating declining legacy services and growing broadband competition while working to redefine its role in a changing category.
SOLUTION
We shifted the focus from infrastructure to impact, showing how connectivity creates opportunity across cities and rural communities alike.
OUTCOME
We modernized brand perception, clarified its role in a changing category, and positioned the brand as a connector of real opportunity.
EXECUTION
Television
Digital
Print
Social
Sweepstakes
The real power of connection.
The campaign launched with a nationwide TV buy centered on the idea that the digital world does more than connect people and places. It creates possibilities. That idea came to life through a real collaboration between British-Zimbabwean singer-songwriter Kelvin Jones, whose own career began with a viral moment online, and an up-and-coming singer in Nashville, brought together in a long-distance duet of "Call You Home". Two artists, two cities, one connection.
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The point wasn’t just that the internet connects rural towns to the rest of the world. It’s a two-way exchange, where those towns also contribute culture back to places like New York and London. Connectivity moves in both directions, turning overlooked places into real sources of opportunity and talent.
:60 "Two Sides"
We brought the commercial to life.
We extended the idea beyond television by inviting people to participate directly. The #SingWithKelvinContest launched across social platforms, encouraging audiences to share their own covers of "Call You Home," mirroring how Kelvin’s own career began online. Influencers helped seed and amplify the effort, and submissions came in from across the country.​
#SingWithKelvinContest
The winner was flown to London to perform a duet with Kelvin, turning the campaign into a real-world experience. It closed the loop on the idea and proved that with the right connection, distance fades and opportunity opens up.
