Vivo is a china-based phone company that’s famous for being the best “selfie phone.”
They approached us during a pitch with the brief of helping them launch their latest V20 phone which is the best front camera phone in the market.
The little pitch winning nugget that got us the business was the insight that people used the front camera of their phones completely differently from how they used their back camera.
Back camera photos were picture-perfect, not a hair out of place. But front camera photos were less concerned about aesthetics and more about the authenticity and spontaneity of the moment.
So we wanted to create a campaign that celebrated life in the front cam with a simple call-to-action which was to get in front of it.
*PITCH MATERIAL— We were told we won three days after the pitch. But the reality is never quite as good as the fantasy is it?
We followed up the thematic content with a series of feature-centric posters that talked about features the same way our audience did.
A sharp contrast to the camera and pixel battle that all of our competitors were fighting.
