On Friday, ZTE, the Chinese multinational telecommunications equipment and systems company headquartered in Shenzhen, Guangdong, released their most innovative, revolutionary device yet to market – the dual screen ZTE Axon M.
To launch the product, which is exclusive to AT&T, the brand debuted an entertaining new marketing effort from Energy BBDO that features the simple yet functional tagline “Dual Screens. Unlimited Potential.”
The new campaign launches with two :30 films that humorously depict the real, functional benefits of having a second screen at the ready at all times. For example, two screens make multi-tasking easier so you can do things like cover off your work email while also streaming cat videos…
Or you can simply play your favorite game on a screen that is twice the size.
This work is the first to launch from Energy BBDO, who was awarded the business earlier this year. It deftly dives into the numerous capabilities that are unlocked by the phone’s first-of-its kind dual screens.
The screens function three different ways; users can open two different apps side by side, or mirror the two screens and kickstand the phone to share screens with a friend—making playing a game or watch a video much easier, or the two screens can be adjoined into one that is double the size—a unified 6.75″—for larger-picture viewing and streaming.
The first two online videos, Business Cat and Candy Smasher went live last Thursday, the day before the smart device hit shelves at AT&T—the exclusive carrier of the device.
The 360-campaign will evolve to include three more comical short films in the coming months, and includes :15 second cut-down films as well as YouTube bumpers, social videos, digital displays and out of home executions—all depicting different examples of when two is better than one.
CREDITS
Business Cat and Candy Smasher for ZTE Axom M
Agency: BBDO
Chief Creative Officer: Andrés Ordóñez
Creative Directors: Jonathan Linder, Michael Shirley
Senior Art Director: Dane Canada
Senior Copywriter: Brynna Aylward
Art Director: Michelle Liuzzo
Copywriter: Anish Easwar
Lead Designer: Hung Vinh
Designer: Jaehyuk Choi
Designer: Erin Knott
Group Strategy Director: Ludwig Ortiz
Client Service Director: Trent Buterbaugh
Group Account Director: Pete Ruest
Account Supervisor: Alfredo Lang
Head of Integrated Production: John Pratt
Executive Producer: Matt Scoville
Producer: Nina Xoomsai
Director of Business Affairs: Frank Tavolino
Business Manager: Gina Stevanovich
Production Company: American Filmworks
Director: Flamboyant Paradise
Executive Producer: Marcelo Paez
Director of Photographer: Leandro Filloy
Post Production & Animation: Gizmo
Executive Producer: Andrea Bacigalupo / Emmanuel Verruno
Producer: Eva Amuchástegui / Mercedes Serrano
Editor: Andrés Boero
Editor: Sabrina Gazzaneo
Technical Director: Christian Granados
Composite: Lautaro Azcuy / Francisco Biancardi / Pablo Ramallo
Character Design: Pablo Aschei / Federico Beret
3D Model: Laura Serna / Mauro Misiewics / Gustavo Federico
3D Rig: Eduardo Nuñez / Felix Cuevas
3D Shading / Textures / Fur / Feathers: Laura Serna / Sofía Garizzo / Luis Digenaro / Javier Zuccarino
3D Animation: Karina Alfonsi / Rafael Jimenez / Favian Ramos / Guillermo Marquez
3D Lighting: Alejandro Ghio / Paolo Giordana / Pedro Sciammarella / Facundo Lavenia / Pablo Bellozas
Color: Pentimento
Colorist: Jorge Russo
Music Producer: Daniel Kuypers
Music: Andrew Oye
Sound Design: Another Country
Engineer: John Binder
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
