Universal Music Group and Brands

Core disciplines: Brand Activation, Branded content, Integrated marketing



The Netherlands


Tele2’s tagline ‘Not because I have to but because I can’ was a great success and became a popular phrase among all target groups – except teenagers. So Tele2 needed to improve their popularity among young people and engage with them differently.


We teamed up with local hip-hop icons Lil Kleine and Ronnie Flex, inviting them to create a new track and music video. Our only input was the title and chorus line: ‘Not because I have to, but because I can’, but other than that they had total creative freedom.  


  • Number one hit in the Netherlands charts within a week

  • 14 million views

  • Most watched YouTube video in the Netherlands

  • 18 million streams

  • Most listened to song on Spotify in the Netherlands

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