NOKIA
While at Wieden+Kennedy, I was co-creative director for a year-long campaign to promote Nokia maps and navigation. Specifically, Nokia was making turn-by-turn voice navigation free for everyone with a Nokia. This was a huge deal for the time—Google Maps didn't do it yet, Waze didn't exist. The only way to get it was to pay Garmin or Tom-Tom lots of money.
We created a "manifesto" that the client ended up running in cinemas.
This is a video overview of the entire campaign.
OWN VOICE
We wanted to do more than standard advertising, too. So, we built a product extension to Nokia's maps product—a way for Nokia customers to record the voices of friends and loved ones and use that as the voice of the road.
We called it Own Voice. It launched in a few English-speaking countries and then was adopted in forty more.
In addition to developing the concept, I oversaw the other agencies brought on by Nokia to build the product, Starcut and Isobar.
Own Voice won numerous advertising awards (Cannes, D&AD, One Show, etc.).
We created a popup book that contained a phone pre-loaded with Own Voice and sent it to influencers.
And we got Chromeo to use Own Voice to create their own voice pack as "the world's smallest album."
other campaign elements
We worked with Seeper to execute interactive projections in Covent Garden and helped people activate the free maps on their phones.
We developed a global TV-spot that celebrated all the ways that people get from here to there.
And we ran projections around London to promote Navigation.