A unique phone deserves a unique launch campaign. We needed to create buzz around a completely unknown brand’s new phone and reach techies and early adopters.Two weeks before the launch of the Neonode N2 cell phone at the 3GSM World Congress, Neonode announced that their male chief product designer was pregnant. For two weeks, he continuously posted glimpses of his pregnancy at pregnantmanblog.com. Hours before the launch in Barcelona, he “gives birth” to a Neonode N2 and posts the fist pictures of it. At the Congress, nurses showed the newborn and its birth certificate with all the tech specs.