'My First Nokia' is a very important project for the brand. This targets all the developing countries in the world. This is the market where Nokia reigns. The research and preparation for this campaign probably took a good 9 months. It included traveling to the 3rd-tier areas in developing countries for field research. The tiers are being broken down to ease and availability of infrastructures and amenities. 3rd-tier would mean limited electricity and limited clean water.
Creating a campaign for the developing countries is a great challenge. As life is trying in those parts of the world, people do not necessarily want to be reminded of it. They want to be inspired, to aspire. To afford a mobile phone in their own means could easily equate a few months' salary. Hence, there has to be a reliable promise from the brand. It is a big choice in life for them.
We shot this global campaign over a few months, from South Africa to India to Malaysia, covering as many ethnic groups for the different countries as much as we could.
The above are just some of the shots in the global campaign. What wonderful memories for this job.
Creating a campaign for the developing countries is a great challenge. As life is trying in those parts of the world, people do not necessarily want to be reminded of it. They want to be inspired, to aspire. To afford a mobile phone in their own means could easily equate a few months' salary. Hence, there has to be a reliable promise from the brand. It is a big choice in life for them.
We shot this global campaign over a few months, from South Africa to India to Malaysia, covering as many ethnic groups for the different countries as much as we could.
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