It’s the end of the line…

The end of the line for the copper network.

BT play a crucial role in modernising a failing and inefficient copper network – up and down the UK. The future of digital infrastructure relies on a new all-IP network, where phones also operate on fibre, meaning that the copper network is becoming obsolete, and that all UK landline phones will switch over.

BT and its partners are behind the big switch, moving all commercial and residential lines by their target date, but first, this means educating and enabling a workforce that can go out into the world and expedite this huge change. This animation, among others, were used to help educate and raise awareness, so that people can more to all-IP before the switch off date.

Animated in BTs house explainer style, with simple line-art animations and basic motion – this creative introduced a split gradient to suggest a metaphorical line – a split between the old and new. The creative featured in sales docs, trade publication ads, ‘How to’ guides for sales teams, educational material and social, on LinkedIn and internal channels.