Nowadays there is the problem that some people start feeling anxious without access to the Internet. So we together with life:) decided to bring back to people the lost feeling of calm and Zen with a new advertising campaign of the Infinite – an unlimited mobile internet plan. To soothe people we created a set of thoughtful haikus with the autumn’s vibes. These short poems fit the digital lifestyle so people can recognize themselves in these common life situations. We put it on TV, radio, billboards, digital banners and social media. The chosen form ignited a creative spark, and tons of user-generated haikus hit the feeds… for free! As a result, we got an eye-catching self-promoting campaign that helped us to stay fresh during two flights of outdoor communication in a row. And we also proved an interesting idea, on the example of haiku, that less is more.