BLACKBERRY

This work was conceived, directed and produced by Ordinary Beings (fka Lucid, Inc) directly with Blackberry.

BlackBerry asked us to launch the Torch—their latest and greatest technology housed in an entirely new form. In keeping with our “Love What You Do” campaign, the spots would feature real, but unexpected BlackBerry users. When concepting ideas sometimes we go in search of people or stories that meet a general, strategic idea. Other times, we look for the needle in the haystack, because it will be worth it if we find it. So we sought out an honest-to-goodness rocket scientist, who uses a BlackBerry of course. We filmed Neil and his team at Armadillo Aerospace, as they had integrated the Torch technologies in ways we hadn’t imagined, and prepared for a test launch of their soon-to-be-manned rocket.

BlackBerry Messenger, a BlackBerry to BlackBerry messaging service has a healthy user base around the world, but not in North America. To raise awareness we sought out those who are mad for it, who rely on the service’s robustness, multi-media abilities and “Delivered” and “Read” notifications to flirt.

We created a few television and online spots to support the launch of BlackBerry's new OS6 and BlackBerry Bold. Amongst the cast of featured BlackBerry users is Misty Copeland, a principal dancer at American Ballet Theater in New York.

And Jonathan, who travels the world teaching people how to train their horses with love and respect.  A BlackBerry user as well, we cast him to help explain the features of the new BlackBerry Bold.  

To introduce BlackBerry Super Apps we developed a series of spots featuring people who are good at what they do, relying on a BlackBerry Super App to be better at what they do. This spot features The Gastronomistas, food bloggers (and best friends) in NYC who use UrbanSpoons Super App to find all the great restaurants in a town full of restaurants. 

To entice those somewhat intimidated by the smartphone market, RIM created the Style, a smartphone in the comfortably familiar flip phone form. Though just as robust and advanced as other BlackBerry models, it was fighting against appearances of being less powerful or old news because of its flip design. To present the Style in a way that feels new and fresh, we went in search of a BlackBerry user known for setting their own cool and easy personal style. Through our network of journalists, researchers and fixers we searched across North America to find Jesse in New York City. Jesse runs and designs product for Alife, an eternally cool shoe and clothing brand, and is himself an impressive collector of sneakers. Jesse relies heavily on his BlackBerry for work and pleasure, and his easy going, natural manner makes him the perfect unscripted pitchman to refresh people’s opinions.

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