Felix Karlsson & Tobias Lindborg

Creative team from Stockholm, Sweden Currently at Droga5, New York

Introducing Pixel, Phone by Google

ONE SHOW 2017 - Mobile: Mobile Advertising - GOLD

ONE SHOW 2017 - Design: Motion Graphics/Series - SILVER

CANNES LIONS 2017 - Integrated - SHORTLIST

In one of the agency's biggest campaigns to date, Droga5 helped launch Pixel. Phone by Google. At the heart of the campaign, an iconic visual framework telling a simple story: the company that organized the world's information is now turning their attention to the most important gadget of our time–the phone.

The visual device became a way to showcase the evolution of Google, but also a framework to talk about all the possibilities that comes along with having Google in your hand.

The campaign was divided in three phases. A teaser phase to drive intrigue and curiosity around the launch. A launch phase that aimed to spark interest for the phone by creating advertising pieces that all should evoke different feelings in the viewers. And finally a feature-centric phase that emphasises the phone’s USPs–the Assistant, the low-light camera and its unlimited photo and video storage.

Above being heavily involved in the overall making of the campaign, we wrote the manifesto, created TVCs, OOH billboards, a launch site and did the world’s first ever 24-hour Snapchat takeover. A large team of brilliant people worked tirelessly to bring this campaign to life, a special shout-out to the creative team consisting of Kevin Brady, Feliks Richter, Alexander Nowak, Carlos Savage, Elisa Tan, Toby-Treyer Evans, Marybeth Ledesma, Laurie Howell & Phil Hadad.

CASE STUDY

FILM

"BADASS POODLE"

Director: FX Goby

ECD: Kevin Brady

GCDs: Felix Richter & Alexander Nowak

ACDs: Carlos Savage & Elisa Tan

AD: Tobias Lindborg

CW: Felix Karlsson

"BALLOON LOVE"

Director: FX Goby

ECD: Kevin Brady

GCDs: Felix Richter & Alexander Nowak

ACDs: Carlos Savage & Elisa Tan

AD: Tobias Lindborg

CW: Felix Karlsson

"GIRAFFATITAN"

ECD: Kevin Brady

GCDs: Felix Richter & Alexander Nowak

ADs: Tobias Lindborg & Toby Treyer-Evans

CWs: Felix Karlsson & Laurie Howell

SNAPCHAT

"21 FILMS, 1 LENS, 8 FILTERS"

Director: Sam de Jong

ECD: Kevin Brady

GCDs: Felix Richter & Alexander Nowak

ADs: Tobias Lindborg & Daniël Sumarna

CWs: Felix Karlsson & Bryan Wolff

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DIGITAL

"TEASE ON WHITE WEBSITE"

ECD: Kevin Brady

GCDs: Felix Richter & Alexander Nowak

ADs: Tobias Lindborg & Castro Deroches

CW: Felix Karlsson

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