The Now Network

Background: Sprint was first to market with 4G technology, but many consumers had only recently upgraded to 3G—and questioned the need for another shift. The challenge was to establish 4G’s distinct value and convince consumers it was more than just a marginal improvement.

Campaign Idea: Introduce Sprint’s 4G as a transformative leap, not just an upgrade—delivering dramatically faster speeds, real-time responsiveness, and seamless performance. The campaign framed Sprint as the innovative enabler of modern, connected lifestyles.