Blackberry Design & Branding CONVERSATION BUBBLES by Leo Burnett Chicago

Adsarchive » Design & Branding » Blackberry » CONVERSATION BUBBLES


Pin to Collection
Add a note
Industry Mobile phones, devices & accessories
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Creative Director Ryan Wagman, Nuno Ferreira Leo Burnett
Art Director Luke Williams, Christopher Walker
Copywriter Alan Shen
Designer Jeongiyn Yi, Justin Gilman
Account Supervisor Susanna Swartley
Released June 2010

Credits & Description

Category: Advertising Typography
Advertiser: BLACKBERRY
Date of First Appearance: Jun 7 2010
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Nuno Ferreira (Leo Burnett Chicago)
Creative Director: Ryan Wagman (Leo Burnett Chicago)
Copywriter: Alan Shen (Leo Burnett Chicago)
Art Director: Christopher Walker (Leo Burnett Chicago)
Art Director: Luke Williams (Leo Burnett Chicago)
Designer: Justin Gilman (Leo Burnett Chicago)
Designer: Jeongiyn Yi (Leo Burnett Chicago)
Account Supervisor: Susanna Swartley (Leo Burnett Chicago)
Account Manager: Elizabeth Charron (Leo Burnett Chicago)
Media placement: Billboard (X3) - Billboards In New York City And Philadelphea - June 7, 2010

Describe the brief from the client
We were asked to demonstrate the power of the BlackBerry Messenger platform for BlackBerry. With features like real-time messaging, delivery confirmation and network security, BBM is an entirely unique messaging platform, one perfect for long, free flowing conversations.

Describe the challenges and key objectives
Text messaging is fast, easy and universal. BBM is available only to BlackBerry users and, like Facebook, you need to be accepted by friends before you can chat. It's a lot to explain in outdoor.

Describe how you arrived at the final design
We had a lot of conversations about having conversations. We talked a lot about who talks to whom and why. We discovered that unlike text, the conversations you have on BBM are fluid and tangential, just like a real conversation between friends. We realized that nothing could demonstrate the types of conversations you'd have on BBM quite like using real BBM conversations, so we did. Real stories were shared on billboards across the country. We used the negative space between each bubble to show the story-within-the-story.

Give some indication of how successful the outcome was in the market
We created hand-painted murals, station dominations, and billboards across the country. We kept the conversation going and made the “Connect with Real Friends” campaign the biggest outdoor campaign in BlackBerry’s history.