Success comes in many packages. Whether it’s using your smartphone to navigate from a city to a pile of rocks or watching your naked buddy jump face-first into a snowdrift, success is measured through the eyes of an individual. And, cell phones are basically tiny laptops these days, this independent, “mobile individual” is the persona advertisers are increasingly trying to target.
Such is the case with W+K’s newest campaign for the Nokia E7 Smartphone, which will include TV, print, digital and mobile apps. These days, the mobile-savvy individual can define success as being “no typos” or “a meme” and actually mean it. Nokia’s tagline, “Connecting People,” means using your smartphone to watch a movie with friends or using a Hong Kong ferry as a makeshift office. Saying something like “Success has friends not contacts” might seem a little silly or disingenuous to more jaded individuals, but to today’s average mobile consumer, it actually has meaning. How weird is that? Credits after the jump.