Cannes Lions

MOBILE PHONE COMPANY

PUBLICIS STOCKHOLM, Stockholm / NEONODE / 2007

Film

Overview

Entries

Credits

Overview

Description

Two weeks before the launch of the new Neonode N2 cell phone at the 3GSM World Congress in Barcelona, Neonode proudly announced that their male chief product designer, Björn Svensson, was pregnant. For two weeks, he continuously posted glimpses of his pregnant life at pregnantmanblog.com. Strange pregnancy films also appeared on the Internet. A few hours before the big launch in Barcelona, he “gives birth” to a Neonode N2 and posts the first pictures of it. At the 3GSM Congress, nurses greeted visitors and showed off the newborn N2 in a crib and the birth certificate with all the tech specs.

Execution

The pregnant man campaign was launched through an official announcement on Neonode’s website and through weird teaser films in different places on the Internet. The blog was continually updated with new posts, films and pictures during the two-week campaign period. At the 3GSM World Congress in Barcelona, nurses showed off the newborn N2 in its baby crib and the birth certificate with the tech specs.

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