We all have multiple lives. One that pays the rent. The other for the soul. In a new global social & digital campaign created by NYC-based Bindery, mobile tech company OnePlus is showcasing the talents of real people who embody the “heart and hustle” ethos of the brand.
OnePlus is known for challenging the status quo – and the big incumbent players – by constantly reimagining how a phone should be designed, powered and priced. It’s also a brand that is passionate about creating technology that powers the hustle, inspired by its community of bold challengers who are not afraid to forge their own path.
Titled “Never Settle Stories,” the film series features five passionate individuals – a musician (Reggie), artist (Phoebe), racer (Cari Lee), roper (Derek) and skater (Pepe) – who live and breathe the hustle and take pride in not conforming to the status quo. Their message is simple: The best way to honor your passion is to never stop pursuing it.
Directed by Eric Ryan Anderson, elements of the campaign include an Anthem video along with individual films that will be featured globally on OnePlus’ social channels.
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“Everyone has a passion – a goal to accomplish or a vision to achieve,” said Greg Beauchamp, founder of Bindery. “OnePlus is passionate about creating a high performance phone and the ultimate tool to keep people moving, because they understand the struggle it takes to do what others say can’t be done.”
The goal of the campaign is to raise awareness of the brand by making an emotional connection with a broader audience, especially those on the lookout for a new device.
OnePlus is encouraging users to share their own stories and passions on social media using the hashtag #NeverSettleStories.
CREDITS
CLIENT: OnePlus
AGENCY/PRODUCTION: Bindery
- Founder: Greg Beauchamp
- Director: Eric Ryan Anderson
- EP: Andrea Theodore
- Producer: Jason Haymond
- Head of Post Production: Jen Gothard
- Editors: Conor McBride and Matt Dunne
- Color: Sofie Borup and Jenn Montgomery, Company 3
- Sound Mix: Torin Geller, One Thousand Birds
SOURCE: Bindery
