DROID RAZR
The Motorola RAZR made a comeback as a Droid. It was the thinnest phone on the market, armed to teeth with features and wrapped in kevlar. It seemed suited for spycraft. So that became the strategy. We put Droid fans in the middle of a unique spy-driven narrative, as an operative retrieves a powerful device from some bad guys. The mission played out over TV, Radio, Print, OOH, and social.
We kicked off with a teaser spot, airing one week before the launch spot. The message was dead simple. Something fast, powerful and sharp was coming.
teaser FILM
Directed by Noam Murro, Biscuit.
Creativity Editors Pick
Hidden code
We planted a hidden message in a single frame of the teaser spot. **RAZR311.
Our audience picked up on it within hours.
Anyone who texted or dialed **RAZR311 became immersed in the narrative.
Five secret/encrypted messages were transmitted, containing intel regarding our operative’s mission status, device specs, along with exact location coordinates of the Droid RAZR, which he tracks in the launch day spot, “Payload.”
LAUNCH FILM
Directed by Noam Murro, Biscuit.
AICP Shortlist
Creativity Editors Pick
DEMO film
We continued the device story focusing on late adopters that tend to be more pragmatic.
Directed by Noam Murro, Biscuit.
Blade Cage
We needed a way to show off RAZR’s sharp profile and toughness, while being able to talk about a load of other features and keep the audience engaged across six demo spots.
So we created a literal device — a bladed gimbal with four bladed arms. Capable of manipulating and maneuvering RAZR in every conceivable way. The only place it didn’t make an appearance was radio.
razr Start up animation
PACKAGING
Social
OOH
