DNA: 100 Minute Challenge

To promote its fast 4G network in an inspiring and engaging way, Finnish telco DNA challenged a kite-surfer, who had never before braved the deep oceans, to cross the icy Gulf of Finland and smash a world record on his wind-propelled board. As part of its "100 Minute Challenge" campaign, hasan & partners , Helsinki designed the challenge to not only promote DNA's network speed, but to highlight its constant efforts to provide a fast and reliable infrastructure.