Pop 4 campaign


The Pop 4 is a phone that asks nothing of its teen audience except to turn it on and start using it. There are no contracts or sharing of data with Alcatel.


Research showed our audience adopt an irreverent attitude to their online identity. They create personas or remain hidden, so our strategy ran with that thought by riffing on the idea of anonymity.The campaign had to run across Europe, so we replaced copy with iconography and used a playful and direct style of animation to grab our audience's attention.


Light up promo 

Alcatel launched a version of the Pop that had an LED case that could light up in different colours and could even display emojis and text. They asked HMX to create a series of launch films for an event that played on the idea of appearances changing in an exciting and memorable way.