Weiden & Kennedy, London, recently produced several online spots to push the new Nokia E71 phone.
W+K Shanghai had already produced a global TV and print campaign on the theme ‘Beautiful Connections’, and we (thank you Dave, LP, Sophie, Sermad and Toby!) took the brief to explore this idea in the digital space.
Working with Hi-Res we collaborated with four generative artists, briefing them each to create a short film exploring the beauty of everyday connections – the artists were: Universal Everything, SHFT, Carl Burgess and Field.
The spots are great examples of reinterpreting a brief to become something bigger and bolder. And the main goal of each was to get people to the microsite for the Nokia E71. But here’s an interesting question; does this work cross that line and become art, not advertising? Not saying either way here, but as the work has made people talk about the product, they’re certainly doing something right.