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.
Art Direction, Copywriting, Interaction Design