In Brief

As part of its Living With Lag campaign, Swedish telecoms company Ume.net runs a stress-testing experiment

We’ve all been there. One minute you’ll be tapping away at your keyboard, writing the latest piece for the digital thought-leadership company you work for, when your computer lags and the last five sentences you’ve written are total and utter gibberish. Swedish telecommunications company, Ume.net, feels our pain, and has released the second part of their “Living With Lag” series.

This experiential campaign showcases and exaggerates the sort of inconvenience posed by lag and quantifies our rage when it happens.

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