The smartphone syndrome. Whether you consider it to be an epidemic, or just a hilarious cause of real world follies, there’s no denying its existence on a global scale.
A campaign that shined a self-deprecating light on our lives inside our phones, and offered a new mobile operating system as a potential solution. In other words, a phone to save us from our phones.
The global integrated campaign married insightful and contextual human moments with operating system features to create a unique experience across every medium.
The campaign launched in 30 countries worldwide and was the largest mobile launch in Microsoft history at the time.