Challenger internet service provider Oxio is challenging the conventions of its category with what it dubs its new “uncampaign.”

“Made to Internet” was devised with creative agency Juniper Park\TBWA and, rather than bringing sentimentality or strict functionality to the fore, instead trades those category tropes in for a helping of sass.

“If we were to build a challenger brand in the lab, it would look like Oxio: transparent, capable, caring and irreverent,” explains Bill Chamness, VP of strategy for the agency. “Free of conventions that hold most brands back from forming meaningful relationships.”

“In a world where consumers are bombarded with advertising and we’re competing for attention, we set out to create a differentiated and compelling story that will make oxio stand out and show the new generation of Canadians a refreshing alternative in the telco industry,” says Pénélope Asselin Forcier, marketing director for the brand.

The creative backbone of the campaign is a 15-second animated spot that shows an individual who is clearly on the toilet, scrolling through their social feed on their phone. Accompanying that image is the sentiment that Oxio’s internet is “made to scroll through cool shit” – a clear play on the visual.

That spot is supported by visuals that bring the same, snarky tone to other everyday life moments, like listening to playlists on repeat.

“The art direction of ‘Made to Internet’ wasn’t just a style – it was a statement,” explains Bia Breves, group creative director at JP\TBWA. “Lo-fi, subversive and rebellious, it unlocked a flexible and adaptable design system.”

The campaign is running in Ontario, Quebec, B.C. and Alberta across OOH, OLV, social and display. The media buy was handled by Touché.