Kena Mobile

Kena Mobile, TIM’s low-cost brand, needed to refresh and reposition without losing recognition, so we evolved the Kena Warrior from a 2D mascot into a credible 3D brand ambassador, refining proportions, expressions and posture, and adding realistic textures such as skin, hair, lauhala skirt, logo-integrated tattoos and a tooth pendant for high visual quality and full digital adaptability; the relaunch placed him in an aspirational, tongue-in-cheek editorial context with fictional Gentleman (big reveal) and Men’s Health (seal of style, strength and wellbeing with an implicit nod to body positivity) covers, shifting the character from mass advertising to lifestyle culture; results included earned media outperforming a typical paid campaign, strong engagement that turned the Warrior into a pop-culture talking point, and improved brand sentiment that positioned Kena as more self-assured, transparent, witty and friendly, moving it beyond the “second choice” label.