Cannes Lions
LOWE NEW YORK, New York / NOKIA / 2007
Overview
Entries
Credits
Description
The goal was to introduce Nokia’s new Music Recommender Service. Instead of attempting to "sell" this unique service the approach was designed to mirror the music experience of discovering what's new and special. There was no branding or product placement in the communication; it focused solely on the passion for music. A non-commercial documentary film was created through interviews of tastemakers in music stores and venues around the world. The music icon David Bowie was the guide and Wim Wenders directed the global journey. By the end of the film Nokia’s shared passion for music was clear.
Execution
This target audience cuts across traditionally defined age-related and geographical borders, with a common proclivity to spend a great deal of time online, appreciate & discover music and adopt new technologies. The perfect channel to launch this “non-sell” was on screen at the Nokia sponsored Tribecca Film Festival in New York City. Later the consumer could visit the website to learn more and see the documentary again and share the information with friends and colleagues.
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