Client: Nothing
Team: Jody Hosang, Chris Bolt, Lucas Pelle
Team: Jody Hosang, Chris Bolt, Lucas Pelle
Tension: The need for rebellious self-expression is colliding with a tech market that mandates conformity.
Insight: Smartphones stopped feeling smart when they all started feeling the same.
Commercial:- The narrative represents refusing to fall in line with everyone else.
Experiential:- When the outcrowd descends on the city's biggest rave event, we're offering an off-ramp from the same old tech. We're putting 1 million hands on the Nothing Phone (3) all across Canada. We let the non-conformists trade their uniform devices for ours for the night. Once the lights come up, their captured moments are synced to their inbox along with a 20% discount, a reminder that shows them they don't belong in a box.
