It's not what you say, it's how you say it.


advertiser: Nokia
agency: The 7th Chamber

To promote its new E72 model, Nokia developed a campaign called ‘Responsiveness,’ challenging people to respond to new ideas and fresh perspectives on how the world works, noting that the way in which we respond defines us as individuals and communities. Check out the microsite here. It has various responses from people in reaction to provocative questions posed by leading thinkers, many of whom are TED Fellows. One Fellow in particular, Tin Ho Chow, has this video on Youtube, which explains how, as a designer, he’s responding to a lack of affordable housing in the United States. This is the kind of marketing those pundits are always talking about when they say brands need to be more relevant and interesting.