Calling a new generation

Calling a new generation

How we unlocked the potential of smartphones for young people across the globe


To show off all the great things the Nokia Asha range offers tech-savvy young people in key emerging markets, we went street style. Bringing together artists and musicians in inspiring spaces created authentic, aspirational stories that turned these phones into a lifestyle choice.

Categories: Planning / Design / Content / Social Activation
Awards: Houston Worldfest International Film & Video Festival – Bronze Remi
W3 Awards 2014 (Branded Content) – Silver

Reflect real aspirations

In rapidly developing countries, a smartphone means many things. It’s an internet connection, a social life and a statement of upwardly mobile status. Our job was to make the Nokia Asha range first choice for 20-25 year olds from Latin America to Asia.

Share authentic experiences

Research shows that young people in developing markets are in tune with their immediate environment but are always looking for ways to expand their horizons. To reach such a discerning audience we needed to create fun, confident, authentic stories that they want to be part of.

Go fast and free

Because speed is a key aspect for phone owners in these markets, our film for the Nokia X2 Dual SIM Android features a parkour freerunner showing just how smoothly the phone’s Fastlane homescreen works. At the same time it tells a distinctive lifestyle story with the Nokia X2 being the fast, effortless way to share and be social.

Stand out from the crowd

To make the Nokia Asha 503 really stand out we created a fresh and consistent look across the Microsoft Mobile website and social spaces. Including photography, product messaging and a lifestyle film shot in the colourful streets of Hong Kong, we show off its capabilities in a clear and relevant way.

Connect through culture

Our work with Microsoft Mobile is always based on great stories. Whether it’s bringing together urban cyclists and local bands in Santiago, working with street artists in Rio or shooting photographers in Chicago – we always use creative ways to make new technology meaningful to the next generation.

To find out more about connected brand experiences, drop us a line at