oneplus 7 pro:
pre-launch
OnePlus finally landed in the US with the OnePlus 7 Pro, after making waves in Europe and Asia. While other brands go after flashy features, OnePlus sticks to the essentials, without unnecessary extras. No gimmicks, just a better phone. Leading up to the keynote, we carried that same attitude for its pre-launch, from design to marketing.
Client: OnePlus
Agency: Droga5
PR Stunt, Social, OOH
THE MOST TRANSPARENT LEAK EVER
The days leading up to a phone launch are always shrouded in secrecy, often punctuated by “leaks” of features phone brands want to start a conversation about. We poked fun at this convention by purposely “leaking” the OnePlus 7 manual. One that doesn’t show the “what” of the phone, but rather something more important: the why.
For the final teaser, we flipped industry tropes on their head, owning why OnePlus doesn’t buy into IP ratings. Instead of making people pay for a waterproof certification, we showed them the proof—with a bucket of water.
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Writer: Mia Madrid
Art Director: Iwona Usakiewicz
Creative Directors: Paul Meates, Julie Matheny
Executive Creative Director: Feliks Richter