Call, idiot.
A campaign designed to remind young people that sometimes a call is worth a thousand texts.
We’ve all been there: overthinking a message, waiting hours (or days) for a reply, misinterpreting a vague "K" or an ellipsis that could mean anything from "I’m mad at you" to "I fell asleep mid-conversation." Digital miscommunication is an everyday struggle, especially when you’re trying to sound cool, interested, or not too interested.
This university project team tackled the problem head-on, using TIM’s free call promotion to challenge Gen Z’s texting habits. With witty, relatable copy that mirrors real conversations, the campaign speaks to the absurdity of decoding messages when you could just - you know - call.
Social Campaign #DaZeroaMille
Imagine Zero from Strappare lungo i bordi as the ultimate spokesperson for those ridiculous mental spirals we all go through before making a simple call.
For Instagram Reels and TikTok, this campaign brings Zero to life in a series of short, sharp sketches where he becomes the hero (or rather, the anti-hero) of avoiding calls at all costs.
Night
"I’m not going to bed, and I’m not even remotely tired. I just want to end this conversation. Also, I have absolutely zero desire to sleep with you. Otherwise, I would have put way more effort into crafting some over-the-top serenade rather than ending this awful conversation."
Call him, idiot.
Hiding behind a screen often seems like the easiest way to protect our dignity. But then he doesn’t get a clue, not to mention the anxiety when he doesn’t reply for hours. TIM ensures that calling doesn’t cost you a thing, offering unlimited minutes* at no extra charge.
Hey
"I like you, but I don't want you to notice. This is my way of starting a casual conversation and making it seem like I'm playing the super cool girl. Either way, if you text me, great. If you don't, it's the same. Answer me, please. Please. PLEASE? But, whatever, it's fine if you don’t. I’m not really that annoyed..."
Call her, idiot.
Didn’t you realize she wasn’t interested? It’s not always easy to understand emotions through text. Even if it's a "no," it's better to be sure so you don’t waste time. TIM ensures that a call costs nothing, offering unlimited minutes* at no extra charge.
...
"I can’t believe what you just wrote, so much so that you don’t even deserve a response in words. I really want to see what you’ll write next. And remember, what you say now is crucial.
Choose
your next
words
carefully."
Call her, idiot.
We know you didn’t mean to say that. Misunderstandings over text happen easily, especially when tone gets lost. TIM ensures that calling doesn’t cost you a thing, offering unlimited minutes* at no extra charge.
INT. NIGHT – ZERO’S HOUSE
Zero is at his computer, chatting with a girl named Alice. He wants to ask her out, but his brain is going into overdrive. The Armadillo is behind him, ready to drop some wisdom (or absolute nonsense).
Zero starts typing.
ZERO
(reading what he's writing)
Hey, wanna meet up tomorrow?
ARMADILLO
Meet up where? Too vague, bro.
Zero erases and rewrites.
ZERO
Tomorrow I’m grabbing a coffee at Olivetti’s, on Julia Street, right at the corner—
ARMADILLO
Bruh, are you a GPS? Keep it simple. Just say: ‘I’m grabbing a coffee tomorrow. If you’re down, let me know.’
Zero sighs, types exactly that, then—on impulse—adds a kissy face emoji before hitting send.
ARMADILLO
Nooo, what did you do?!
ZERO
What? What’s wrong?
ARMADILLO
A kissy face emoji?! Pervs use that. She’s totally gonna ghost you now. Just watch.
Zero stares at the screen, nervous. Then—
"Alice is typing…" appears.
ZERO
Oh, oh! She’s replying!
Zero and Armadillo sit there, waiting. And waiting. The dots keep bouncing.
CUT TO: TEXT ON SCREEN: "4 HOURS LATER"
Outside, it’s morning. Zero and Armadillo are still wide-eyed, staring at the screen.
ARMADILLO
What is she writing, a thesis?
CUT TO: INT. NIGHT – ALICE’S HOUSE
Alice is passed out at her desk, head on the keyboard.
ARMADILLO
Nooo, what did you do?!
ZERO
What? What’s wrong?
ARMADILLO
A kissy face emoji?! Pervs use that. She’s totally gonna ghost you now. Just watch.
Zero stares at the screen, nervous. Then—
"Alice is typing…" appears.
ZERO
Oh, oh! She’s replying!
Zero and Armadillo sit there, waiting. And waiting. The dots keep bouncing.
CUT TO: TEXT ON SCREEN: "4 HOURS LATER"
Outside, it’s morning. Zero and Armadillo are still wide-eyed, staring at the screen.
ARMADILLO
What is she writing, a thesis?
CUT TO: INT. NIGHT – ALICE’S HOUSE
Alice is passed out at her desk, head on the keyboard.
INT. NIGHT – ZERO’S HOUSE
Zero is at the kitchen table with Secco. His phone is sitting there, mocking him.
ZERO
“So… should I call or not?”
SECCO
“Call.”
ZERO
“I mean, I could, but what if I freeze up? What do I even say? Do I play it safe or go with something… quirky?”
SECCO
“Stick to the basics, don’t overthink it.”
INT. NIGHT – ZERO’S HOUSE
Zero is at the kitchen table with Secco. His phone is sitting there, mocking him.
ZERO
“So… should I call or not?”
SECCO
“Call.”
ZERO
“I mean, I could, but what if I freeze up? What do I even say? Do I play it safe or go with something… quirky?”
SECCO
“Stick to the basics, don’t overthink it.”
ZERO
“But what if I don’t like what they say?”
SECCO
“Then you deal with it. Worst case, we get ice cream.”
ZERO
“But is this even the right time to call? There’s probably a line of people ahead of me. I already know how this goes—I wait, then I don’t feel like it anymore.”
Zero slides the phone away.
ZERO
“Nah, I can’t do it, Secco. Tonight’s just not the night to order pizza.”
ZERO
“But what if I don’t like what they say?”
SECCO
“Then you deal with it. Worst case, we get ice cream.”
ZERO
“But is this even the right time to call? There’s probably a line of people ahead of me. I already know how this goes—I wait, then I don’t feel like it anymore.”
Zero slides the phone away.
ZERO
“Nah, I can’t do it, Secco. Tonight’s just not the night to order pizza.”
Where do you think you're going?
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