Alcatel.

How do you make a value phone worth wanting?

Alcatel sold a good phone at a price its competitors could not match, in a category where nobody buys on price alone. A phone is worn in public. It says something about the person carrying it, and what Alcatel said was that you had settled for less. Spec sheets do not fix that, and neither does a discount.

So we stopped arguing about the phone. All for All was built on people who had already made something of themselves in music, in art and in business, and who were not actors. They were the campaign: the Idol 5 was what they used, not what the work was about. That reframed the value proposition from a compromise into a choice, and it gave the brand something no competitor with a bigger budget could buy, which is credibility borrowed from people who had earned it.

The platform ran across broadcast, social and digital as one system, with the same cast and the same argument in every channel.

SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.

A conversation, not a pitch. Let's talk about your business goals and the best strategy to get you there.