Pop 4 integrated launch

Alcatel asked HMX to devise an integrated campaign for the launch of their Pop 4 smartphone across Europe. Aimed at teenagers and young adults, the Pop 4 asked nothing of its audience. They didn't have to sign up for anything or buy into a software ecosystem as they might with other brands.

As CD, I oversaw the creation of a campaign that riffed on our audience's low-key and anonymous approach to living online. Big, bold graphics and iconography worked across languages and encouraged our audience to see Alcatel's Pop 4 as the ultimate device to make a statement. One that could entertain them and help share only the moments they wanted to share with their friends. The campaign ran across video, outdoor, digital and retail.