TITLE: Moto Reissued
Client: Motorola Mobility
Creative Agency: VML New York
Production Company: Blackwatch Productions Inc.
Digital, VFX, Animation or CGI Company: Company 3
VML
Debbi Vandeven, Global Chief Creative Officer VML New York
Mike Wente, Managing Director and Executive Creative Director
Josh McGuire, Group Creative Director
Harsh Kapadia, Creative Director
Craig Elimeliah, Director, Creative Technology, NA
Guto Monteiro, Senior Copywriter
Gabriel Jardim, Senior Art Director
Brett Simon, Senior Art Director
Danielle Vieth, Senior Copywriter
Kolby Slocum, Executive Producer
Steve Stone, Production Director
Kyle McMorrow, Editor
Vicky Trinh, Senior Project Manager
Kelli Lane, Director, Client Engagement
Tarini Shrikhande, Senior Planner
VML Chicago
Ashley Pryor, Account Supervisor
Motorola Mobility
Jenna Rice, North America Digital Engagement Lead
Barbara Liss, Senior Director / Head of North America Marketing
DESCRIPTION:
Motorola was one of the pioneers of the mobile phone industry, but today, many people
in the U.S. feel the brand still lives in the past. To help change that perception, VML New York partnered with one of the pioneers of graffiti, Futura, and created 30 limited-edition phones to be sold right where people thought the brand belonged — a second-hand electronics store in Chinatown. The location was disclosed via a single text message from an underground curator of things — Stefan’s Head.
The activation resulted in more than 30 global placements, garnering 13,598,794 impressions, and the highest spike in Moto X Pure mentions in 2016. Product mentions generated 3X higher volume on event day over the 2016 daily average and excitement sustained, with conversation remaining 81% above the daily average.