2015 Winners & Shortlists

Creative Execution

Based on our insights we created an online video that dramatized the apparent selfishness of selfie-obsessed individuals, saying that as long as the person taking the selfie comes out okay, the picture is okay. To bring this idea to life, we used a set of twins to show the selfie taking experience, making one of the twins the other's alter ego. We also showcased the latent but existent dissatisfaction of friends who get unintentionally excluded from selfies.

Given the recent release of the online video, we are still waiting for results.

In the era of smartphones, hipsters and a youth obsessed with taking selfies, we needed to resurrect the Lumia 535 as a cool and trendy smartphone of choice by leveraging the wide angle camera function. In arriving at our idea we had to find a point of difference and a clear opportunity in our mobile device that would supersede the product offering of our competitors. We discovered that with other smartphones, the camera capabilities were rather limited. This meant that selfies would often leave a friend or two out of the picture. This meant that selfies became a bit too selfish.