Fashion is all about attitude. The characters that were created for the Xelibri phones were full of attitude. They would say the things we are all thinking. They were as funny and weird as the phones themselves. However, the campaign needed to work for the Asian market as well. Therefore, the second approach was to focus on the futuristic aspects of the phones. Fashion is about hype and glamour and so is the movie industry. The campaign was a fake movie promotional/movie campaign and used product placements in the movie as ads.
Project: new biz pitch for the Siemens fashion phones: Xelibri.