Blackberry Bold
  • The campaign begins with Bold Takeovers. These are context-specific “events” that take place online after actuation of our B! key in ad units. Here is a short unexpected animated film by Hayao Miyazaki on YouTube. 
  • The Bold video installation at the 34th St. Penn Station stop adjacent to Madison Square Garden will be synched to feature special videos of the musicians in concert. In this case, during the Black Eyed Peas’ dates, curious, bold initiators who push the button will be treated to this small film. 
  • Bold Digital Wild Inspiration Installations that engage passions with passers-by. BlackBerry owners can download a delightful chunk of content just by pointing there BlackBerry at their passion and holding down B! key. Downloads might be a short video greeting, a free music or an event invite.
  • With the 'Bold Traveler' app when Bold owners travel they’ll always know where to find bold people, places and things. Relying on the Bold 9700’s leading GPS technology, and partnering with Gowalla, the 'Bold Traveler 'offers special Bold Stamps and Pins for Bold owners.
  • With 'Avatar Augmented Reality' when a film buff or someone looking for show times arrives at a movie affinity page, they might encounter the pulsing B! Key in a banner. Pressing the key will bring up a invitation for a exclusive viewing.
  • As part of the B! campaign Blackberry will partner with major events to feature its 'Bold Films'. Here architect Rem Koolhaas is featured at the London Festival of Architecture. It begins with a digital board at Heathrow that allows BlackBerry owners to download a 60 second preview of the film by pressing down their Bold Key.
  • B! takeover in the Guardian features the page being converted into a Rem Koolhaas structure.
  • To promote the 'Bold' films premiere a short film is projected boldly and initiated at a ground-level kiosk.
  • Watch the latest bold films and learn how bold happen at Blackberry.com/Bold
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Blackberry wanted to establish itself as the preferred tool of creators across the globe. For the launch of the new Bold 9700, they wanted a big campaign. One that was all about the device and what it could do for the new creative class. Based on the wonderful happenstance of the exclamation point sharing a key with the letter "B", the new campaign not only expressed itself through the key but used it to activate new features on the device itself. Leo Burnett's global CCO called it the only campaign from a freelance team he's ever loved.
Fields
Art Direction, Copywriting, Interaction Design
Date
2011