In 2009, HTC was ready to become a household name. They had yet to do any advertising and held a worldwide pitch to determine what their brand should be going forward. We won the pitch and the work soon became their brand identity for the next 4 years. The idea was you shouldn't have to learn how to use your phone, your phone should learn how to respond to you. The campaign was all about YOU and it was pretty hard to miss that. Every media outlet was covered with giant YOU graphics that cleverly contained devices showing off all the ways HTC was unique to the individual.
Two weeks prior to the campaign launch, we plastered billboards with giant YOU graphics and nothing else. We built mystery and intrigue all over major cities before revealing the product and branding with the second round of billboards.