Energy BBDO calls up new smart phone for ZTE

ZTE's dual screen Axon M is the Guangdong, China-based company's most innovative, revolutionary device yet to market

ZTE’s dual screen Axon M is the Guangdong, China-based company’s most innovative, revolutionary device yet to market

On Friday, ZTE, the Chinese multinational telecommunications equipment and systems company headquartered in Shenzhen, Guangdong, released their most innovative, revolutionary device yet to market – the dual screen ZTE Axon M.

To launch the product, which is exclusive to AT&T, the brand debuted an entertaining new marketing effort from Energy BBDO that features the simple yet functional tagline “Dual Screens. Unlimited Potential.”

The new campaign launches with two :30 films that humorously depict the real, functional benefits of having a second screen at the ready at all times. For example, two screens make multi-tasking easier so you can do things like cover off your work email while also streaming cat videos…

 

 

Or you can simply play your favorite game on a screen that is twice the size.

 

 

This work is the first to launch from Energy BBDO, who was awarded the business earlier this year. It deftly dives into the numerous capabilities that are unlocked by the phone’s first-of-its kind dual screens.

The screens function three different ways; users can open two different apps side by side, or mirror the two screens and kickstand the phone to share screens with a friend—making playing a game or watch a video much easier, or the two screens can be adjoined into one that is double the size—a unified 6.75″—for larger-picture viewing and streaming.

Users can open two different apps side by side, or mirror the two screens and kickstand the phone to share screens with a friend.
Users can open two different apps side by side, or mirror the two screens and kickstand the phone to share screens with a friend.

The first two online videos, Business Cat and Candy Smasher went live last Thursday, the day before the smart device hit shelves at AT&T—the exclusive carrier of the device.

The 360-campaign will evolve to include three more comical short films in the coming months, and includes :15 second cut-down films as well as YouTube bumpers, social videos, digital displays and out of home executions—all depicting different examples of when two is better than one.

CREDITS
Business Cat and Candy Smasher for ZTE Axom M

Agency: BBDO
   Chief Creative Officer: Andrés Ordóñez
   Creative Directors: Jonathan Linder, Michael Shirley
   Senior Art Director: Dane Canada
   Senior Copywriter: Brynna Aylward
   Art Director: Michelle Liuzzo
   Copywriter: Anish Easwar
   Lead Designer: Hung Vinh
   Designer: Jaehyuk Choi
   Designer: Erin Knott

   Group Strategy Director: Ludwig Ortiz
   Client Service Director: Trent Buterbaugh
   Group Account Director: Pete Ruest
   Account Supervisor: Alfredo Lang

   Head of Integrated Production: John Pratt
   Executive Producer: Matt Scoville
   Producer: Nina Xoomsai
   Director of Business Affairs: Frank Tavolino
   Business Manager: Gina Stevanovich

Production Company: American Filmworks
   Director: Flamboyant Paradise
   Executive Producer: Marcelo Paez
   Director of Photographer: Leandro Filloy

Post Production & Animation: Gizmo
   Executive Producer: Andrea Bacigalupo / Emmanuel Verruno
   Producer: Eva Amuchástegui / Mercedes Serrano
   Editor: Andrés Boero
   Editor: Sabrina Gazzaneo

   Technical Director: Christian Granados
   Composite: Lautaro Azcuy / Francisco Biancardi / Pablo Ramallo
   Character Design: Pablo Aschei / Federico Beret
   3D Model: Laura Serna / Mauro Misiewics / Gustavo Federico
   3D Rig: Eduardo Nuñez / Felix Cuevas
   3D Shading / Textures / Fur / Feathers: Laura Serna / Sofía Garizzo / Luis Digenaro / Javier Zuccarino
   3D Animation: Karina Alfonsi / Rafael Jimenez / Favian Ramos / Guillermo Marquez
   3D Lighting: Alejandro Ghio / Paolo Giordana / Pedro Sciammarella / Facundo Lavenia / Pablo Bellozas

Color: Pentimento
   Colorist: Jorge Russo

Music Producer: Daniel Kuypers
   Music: Andrew Oye

Sound Design: Another Country
   Engineer: John Binder

 

Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.

COMMENTS