Skip to content

Nothing®

Return to Instinct

Insight

The smartphone industry is dominated by a very small number of handset brands circling eachother in a tech arms race. No-one is truly innovating, everything is incremental. There’s clear room for a challenger brand that understands global consumers want more than just a soulless tech experience, they want to have a say in the future of their tech products, and to feel closer to the brands they choose.

Challenge

The Nothing ® phone (1) launch needed to be different to anything tech investors, journalists and consumers has seen from the likes of Samsung, Apple and Google. It had to represent the 10,000 individual investors who had become part of the Nothing ® community and present the brand as a technology company with a clearly differentiated identity and a unique way of communicating to its audience. We had to create and livestream a keynote film with a tech teardown and then devise and livestream an exclusive launch event to introduce the phone (1) to the global smartphone markets.

Change

We placed founder Carl Pei in the heart of the community in the city Nothing ® call home. Instead of a presentation keynote at a packed auditorium or sales conference, we filmed Carl’s in a café, a vintage cinema and the streets behind their design office in Kings Cross, London. We held their live event in their raw and real design studios inviting a community of creatives, investors and influential journalists to come and meet the real people behind the phone (1). Everything was tangible, there was no smoke and mirrors. An analogue launch of a sophisticated digital experience that created shockwaves across the smartphone world. Over 100k people viewed the livestream (1.5m views post event), 300 attended the live event and the PR coverage was everywhere.