Nokia. A billion little steps.

I was briefed to find a way of telling people all the 'good' things Nokia do as a company. Apparently they are not very good at blowing their own trumpet. They have a billion customers. So it seemed like a good idea to tell people that whatever good Nokia do it is magnified by a billion. The power of a billion! 

Thought it would be good if when you buy your Nokia device you automatically get your own avatar who joins the billion on a website. Viewers can see what other Nokia users are doing to make the world a better place.

I presented this idea to Nokia in Finland. They went crazy for it. They loved the thought and the line. They loved the fact that it showed their scale but in a humble sort of way. Jez and I worked on this idea for months, writing Tv ads, Press ads, and all sorts of stuff. Then it all died. That's the ad game!