Oneplus — A Better Phone Pre-launch

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.

MY ROLE

Copywriter

IN COLLABORATION WITH

Art Director: Iwona Usakiewicz
Creative Directors: Paul Meates, Julie Matheny
Executive Creative Director: Feliks Richter