BlackBerry.
Relaunching an icon.
BlackBerry had been dormant for years when TCL acquired it, so they had to relaunch a brand and not only ship a phone. We built the campaign on the reaction the keyboard still provokes in public.
The brand had gone quiet for years before TCL acquired it, so the KEY2 was not just a product launch. It was the argument that BlackBerry still existed. Every other phone on the market had dropped the physical keyboard, and BlackBerry still had one: the problem was that a keyboard reads as the past unless somebody makes it read as a choice.
So we let strangers do the work. The campaign was built on the reaction the phone actually provokes in public, the double take and the question that follows it, and turned that into the reason to pay attention. Curiosity from new buyers, recognition for the people who never stopped wanting one.
It became the most liked and most discussed campaign the brand had run. SCS was the agency of record. As a founder and its Chief Creative Officer, I led the campaign creative.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
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