How Celerity's Light-Fi Campaign Reframed Wi-Fi as a Utility in Chile
Celerity's Light-Fi campaign is a 2017 Chilean electronics and technology film, created by Grey Chile, that repositioned Wi-Fi signal strength as a tangible, design-led product benefit rather than an abstract technical specification, according to Carlespuig-Gabau.
Published in Chile in May 2017, Light-Fi was conceived not as a conventional advertising execution but as a product-design and innovation project, according to Bestadsontv. The campaign's central idea proposed that light itself could carry internet connectivity — a concept rooted in emerging Li-Fi technology — transforming an invisible infrastructure problem into a visually arresting, emotionally resonant story. For Celerity, a brand operating in the competitive Chilean electronics and technology market, the campaign represented a strategic pivot: instead of promoting speeds or pricing, it invited Chilean consumers to reimagine the physical relationship between light and internet access, according to LinkedIn. The film medium was chosen deliberately, allowing the campaign to dramatise an invisible benefit through a single, powerful visual metaphor. Light-Fi contains one media asset, a testament to the creative confidence of both client and agency in the singular strength of the idea, according to Indeed. Grey Chile brought considerable regional creative firepower to the project, assembling a large and senior creative team whose combined expertise spanned global and Latin American markets, according to Graciousquotes. The campaign earned a Clapboard Score of 54 out of 100, reflecting a creative concept of genuine originality paired with limited documented performance data. In Chile, where internet penetration was accelerating rapidly through 2017, a campaign that made connectivity feel human and luminous carried both cultural and commercial relevance.
Grey Chile identified a structural tension at the heart of Chilean consumer electronics advertising in 2017. Competing telecommunications and technology brands in Chile — including established players such as Entel and Movistar — were largely communicating on the basis of speed, coverage, and cost, leaving the emotional and imaginative territory of connectivity almost entirely unoccupied.
The strategic insight behind Light-Fi was precise: Chilean consumers were living increasingly digital lives but had no compelling cultural narrative for what connectivity actually felt like. By December 2017, Chile had reached 19.39 million fixed and mobile 3G and 4G internet accesses, according to Chile's Subsecretaría de Telecomunicaciones (SUBTEL), with total internet accesses growing at a rate of approximately 20.2 percent year over year. Internet access in Chile reached 105.0 accesses per 100 inhabitants by that same date, also according to SUBTEL, meaning penetration had moved well beyond early adopters into mass-market territory. For Celerity, this environment created both urgency and opportunity. The brand needed to stand apart from commodity-level messaging in a market that was becoming saturated with functional claims. Grey Chile's response was to reframe the product category entirely, positioning Celerity not as a provider of bandwidth but as a pioneer of a new relationship between light and digital life. This strategic ambition — treating the campaign as an innovation project rather than a product advertisement — shaped every subsequent creative and production decision and ultimately defined Light-Fi's awards trajectory.
Light-Fi demonstrates a creative discipline that is rare in technology advertising: the film commits entirely to a single visual idea without qualification or compromise.
The campaign's creative execution centres on the Li-Fi concept — the proposition that light waves can transmit internet data — and uses the film medium to make that invisible phenomenon visible, dramatic, and emotionally meaningful for a Chilean audience. Rather than relying on product demonstrations, infographics, or testimonial formats common across the electronics and technology category, Light-Fi uses cinematic language to elevate a technical concept into something that feels almost poetic. The production assembled one of the largest creative teams documented for a Chilean technology campaign of this scale. Per Pedersen and Eduardo Maruri provided senior global creative leadership, while Diego Medvedocky, Carles Puig, and Ignacio Quiñones led the regional creative direction, according to clapboard.com. The extended team included José Manuel Ferreira, Óscar Núñez, José Zárate, Andrés Escalona, Cristina Astorga, Javier Herrera, Fausto Maruri, Santiago Crespo, Pablo Endara, Mauricio Medina, Svante Oldenburg, Poli Sanhueza, and Juan Pablo Saavedra, with sound design by Mantra Music, also per clapboard.com. The breadth of that roster signals that Grey Chile approached Light-Fi as a prestige production, investing creative resource at a level commensurate with the ambition of the idea. The result is a single film asset that functions simultaneously as a brand statement, a technology demonstration, and a piece of short-form cinematic storytelling — a combination that explains both its awards recognition and its enduring presence in the Chilean creative canon.
No verified sales lift, reach, conversion, or brand-tracking data for Light-Fi is publicly available, per clapboard.com, and no verified budget or media-spend figures have been disclosed.
What the public record does confirm is a strong awards performance that speaks directly to the campaign's creative and strategic ambition. Light-Fi was shortlisted at Cannes Lions 2017 in both the Direct Lions and Promo and Activation categories, according to clapboard.com — recognition that placed it among the most scrutinised technology campaigns of that awards cycle globally. In Chile, the campaign received two Gold awards at ACHAP 2017: one for Innovation and one for Digital, per clapboard.com, representing the highest tier of recognition from the Asociación Chilena de Agencias de Publicidad. These results carry meaningful strategic signal. The dual ACHAP Golds in Innovation and Digital confirm that the Chilean advertising industry judged Light-Fi not merely as a well-crafted film but as a genuine contribution to the evolution of how technology brands communicate in the market. The Cannes Lions shortlists extend that assessment to a global jury, suggesting the campaign's core idea — light as a carrier of connectivity — translated across cultural and market boundaries without dilution. Structurally, Light-Fi succeeds because it solves a category problem — how to make an invisible product benefit emotionally resonant — with a solution that is both conceptually elegant and cinematically executable. For a brand of Celerity's scale competing in the Chilean electronics and technology sector, that combination represents a measurable strategic achievement, even in the absence of disclosed commercial metrics. Clapboard Score: 54/100.
Celerity's Light-Fi is a 2017 Chilean technology film created by Grey Chile that repositioned Wi-Fi signal strength using the Li-Fi concept — the idea that light can carry internet connectivity. The campaign earned two ACHAP Gold awards and two Cannes Lions 2017 shortlists, establishing it as a benchmark in Chilean electronics advertising.
Grey Chile created the Light-Fi campaign for Celerity, publishing it in Chile in May 2017. The agency assembled a large senior creative team led by Per Pedersen, Eduardo Maruri, and Diego Medvedocky, treating the project as a product-design and innovation initiative rather than a conventional technology advertisement.
Light-Fi received two Cannes Lions 2017 shortlists — one in Direct Lions and one in Promo and Activation — according to clapboard.com. The campaign also won two Gold awards at ACHAP 2017 in the Innovation and Digital categories, representing the highest tier of recognition from Chile's national advertising association.
Grey Chile identified that competing telecommunications brands in Chile were focused on speed and pricing, leaving the emotional territory of connectivity unoccupied. The strategy reframed Celerity's Wi-Fi offering through the Li-Fi concept, making an invisible technical benefit visible and meaningful to Chilean consumers in a rapidly expanding digital market.
Celerity's Light-Fi campaign holds a Clapboard Score of 54 out of 100. The score reflects the campaign's genuine creative originality and its strong awards recognition at both Cannes Lions 2017 and ACHAP 2017, balanced against the absence of publicly verified commercial performance or effectiveness metrics for the Chilean market.
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