Lumia's Last Chance

A woeful tale of a smart campaign designed to reposition a product and tap into a new demographic.

Role: Creative Director, Strategist
Lumia was losing market share quarter after quarter. They needed to recognize that their phones were never going to be as cool as their competitors, but they could lean on a better price and a feature set that aligned with a working America. These banners (the elevator pitch of media) were created to show the direction of the campaign. They went another direction, and you probably know the rest of the story.

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