Before Christmas Nokia briefed us to help relaunch their E71 smartphone. The phone had already performed well amongst the core E-series (business) audience, and Nokia felt that there was a real opportunity to reach a broader, more style-driven audience than this.
W+K Shanghai had already produced a global TV and print campaign on the theme 'Beautiful Connections', and we (thank you Dave, LP, Sophie, Sermad and Toby!) took the brief to explore this idea in the digital space.
Working with Hi-Res! www.hi-res.net, we collaborated with four generative artists, briefing them each to create a short film exploring the beauty of everyday connections - the artists were: Universal Everything, SHFT, Carl Burgess and Field.
Each artist seeded their film within their own communities, generating real buzz and driving traffic to the destination microsite we had built www.nokia.co.uk/e71.
The microsite allowed us to frame the phone with lot's of great content, at the same time celebrating the design credentials of the handset.
Other content on the site includes a viral 'Message Generator', where users' voice, video and text inputs are translated into a piece of art that can be sent to a friend or downloaded as a wallpaper.
We also partnered up with generative artist Marius Watz www.unlekker.net to create a mobile application, allowing users to experience the campaign on their phones. This application allows you to enter a short text message and then watch this transform into a beautiful message. The user can then MMS this message to a friend or save as a wallpaper.
On 24th February, the microsite was awarded 'Site of the Day' at FWA www.thefwa.com.
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