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Winner

Blackberry

 "WHAT IS THAT?"

Following on the heels of their successful KEYone launch, BlackBerry had reinvigorated its base and attracted an entirely new audience with it’s KEYone launch, inspiring the brand to step up bigger and better with the KEY2, giving the doers more of the innovation they demand from a business tool.

Blackberry "What Is That?"

Blackberry "What Is That?"

The Creative Insight

Today’s smartphones don’t have a physical keyboard. This is also what original Blackberry users loved the most. The KEY2 gets noticed and makes people curious. Let’s bring attention to that uniqueness as a way stand out and celebrate the tradition that is now decidedly  Blackberry. The result is relatable, grounded and points to the Blackberry KEY2’s unique distinction. This approach served to get the attention of the curious new user and further endear the passionate existing Blackberry users to the brand. The result yielded the most liked and talked about Blackberry commercial ever.

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Credits

Chief Creative Officer: Zach Lyons

ECD: John Zegowitz

Director: Zach Lyons

Agency: SCS

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