Cannes Lions

BLACKBERRY PHONES

McCANN ERICKSON, New York / VERIZON / 2009

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

Our task was to create a premium launch kit for the world’s first touchscreen BlackBerry, The BlackBerry Storm. The kit was intended to build awareness of the new device and to be sent to top executives and sales teams across the US. It would also serve as the kick-off to the Verizon Wireless BlackBerry Storm teaser brand campaign “What will it feel like?”

Execution

In handling the device for the first time, we were struck by the tactile nature of its unique touch screen. So we developed a launch kit that paid homage to these sensory qualities.A simple black box offered a blind element of surprise.When opened, textured touchpoints matched to events of everyday life, were revealed. Inside, a lighthearted storybook invited the reader to experience the sensation of touch in a playful way. We relied upon the client’s color palette library to make every page bright and unique.

And chose illustrator, Carol Del Angel because of her fresh, modern style.

Outcome

The kit was initially planned as a high end gift for executives and media outlets. The overwhelming response it received prompted the clients to order more so that it could be used as a sales tool for all Retail stores and customer service reps.

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