Today, MEO is launching its new positioning campaign, “Life is better when we’re there,” which reflects the brand’s evolution and reinforces its mission to humanize technology, putting it at the service of what truly matters: life and human relationships.
In a world where digital hyperconnectivity has become part of everyday life, the campaign serves as an invitation to rediscover the value of being present in the real world. Rather than simply promoting services or technological features, MEO invites us to reflect on the value of encounters, conversations, and shared moments—the very things that create memories and strengthen bonds.
The new campaign stands out for the way it was created. In an innovative and truly disruptive format, the pieces consist of authentic audio clips shared via cell phone among ordinary people, without any scripted intervention. These voices are accompanied by real photos and videos of the protagonists themselves, revealing intimate and genuine moments from their daily lives.
The result is a raw, spontaneous, and emotionally intimate visual and audio record, where the absence of filters, elaborate production, or narrative devices allows the essence of this campaign to shine through: the idea that technology fulfills its true purpose when it becomes invisible and allows life to unfold naturally.
“Hyperconnectivity has become a real challenge for mental health and human relationships. At MEO, we believe that technology only makes sense when it improves people’s lives, not when it distances them from what truly matters. This evolution in our positioning reflects exactly this mission: we’ve moved beyond making merely a functional promise to embracing a genuinely human purpose, one that reminds us that life happens when we’re present,” says Luiza Galindo, Director of Brand and Communication at MEO. “We want to be the discreet presence that makes every encounter, every conversation, and every smile possible, reinforcing that life is, in fact, better when we are present.”
The campaign was developed by the integrated agency Open-i (WPP Group) with creative direction by Hugo Veiga, original music by composer Nuno Maló, and directed by Enrique Escamilla. The campaign will run until April 6 with a strong presence on television, digital platforms, radio, movie theaters, billboards, MEO stores, and social media. The concept also extends to video editing templates that invite the public to share their own real-life stories, extending the campaign beyond traditional media.
The strategy also involves collaborating with content creators such as Carolina Deslandes, Guilherme Geirinhas, Sofia Arruda, and others, who have joined the movement to reinforce the message that technology should bring people closer together rather than replace the human experience.
This shift in positioning reaffirms MEO’s commitment to digital responsibility, the result of ongoing efforts carried out in partnership with the Fundação MEO the Mirabilis Association, reinforcing the brand’s role in promoting a more balanced and mindful relationship with technology.