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Free 5G: Cavemen

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French mobile operator Free has been regularly disrupting the country's market since 2002. Today, they are continuing to make the latest innovations more accessible with a new unlimited 5G mobile offer… at the same price as its 4G plan. If it's better, it’s more expensive… Not at Free: To communicate the extremely competitive offer, Paris agency Herezie created a campaign built on insight and a long-standing financial principle: when it's better, it’s more expensive. The saga: The campaign lays out a series of scenarios(cavemen bartering, trades between gangsters, soccer transfers, the choice of weapon in video games), each illustrating, in the brand’s characteristic light-hearted, mischievous tone, that it costs more if you want something better. Each film ends with the same impactful conclusion: "Not at Free", emphasizing the exceptional nature of the offer. Signature playful treatment: To direct and produce the films, Free and Herezie turned to production house Birth and its director duo, Martin Jalfen and Valentin Guiod, known for their refreshing, upbeat outlook, abounding with pop culture references (cinema, football, gaming…). The campaign features "He's Got My Money Now" from Czech group The Silver Spoons, a nod to the campaign’s theme which subtly reasserts the message that Free's 5G offer is the most affordable on the market. And, as always, various easter eggs are hidden throughout the films for viewers to discover.
Credits Other credits


Chief Executive Officer: Andrea Stillacci

International Account Director: Dimitri Boudnikoff

Account Manager: Camille Pothier


CEO: Hugo Nathan-Legrand

Assistant Producer: Tara Pehaut

Production Manager:Thomas Aboulker

Production Assistant: Dounia ISSA

1st assistant director: Jacques Eberhard

Post-Production: Firm

Post-Producer: Johan Luce- Antoinette

Music:“He’s got my money now” / The Silver Spoons

Sound Production: Benzene


Marketing director: Camille Perrin

Advertising manager: Gwendoline Helary

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