The brief:
Launch two next-gen wifi products.
The dilemma:
People don’t know that the technology even exists or why they would need it.
The solution:
We learn what we don’t know by comparing it to what we do.
Ever heard of Wi-Fi 5? Didn’t think so.
We had to play the role of the New York Times and the Genius Bar, writing newsworthy headlines that introduced the unknown and approachable body copy that connected Wi-Fi 6 to the wifi you know and love are always annoyed with.
New products can make old favorites feel sad. So we made sure that something better didn’t make yesterday’s ‘better’ feel worse—a flexible messaging framework (basically a bunch of tailored suits) that future next-gen products could slide into with ease (and still look fly).
If you give a company a video without VO…
they’re going to want a little music to go along with it.