The people in wieden + kennedy’s Nokia Ovi Maps navigation campaign (see below) aren’t actors. They’re real people who had someone or somewhere they wanted to get to and connect with. Here are their stories.
The people in our Nokia Ovi Maps navigation campaign (see below) aren't actors. They're real people who had someone or somewhere they wanted to get to and connect with. We wanted to get across the idea that this was something that would help everyone, everywhere in the world to find their way. So we decided to feature a very diverse group of people, with very different ways of getting from A to B. Here are their stories.
Back in January, Nokia announced to the world it was introducing free turn-by-turn voice guided walk and drive navigation on all Nokia smartphones. The brand’s Ovi Maps enables satnav functionality in over 70 countries. Wieden + Kennedy has created a global campaign to celebrate this.
Back in January, Nokia announced to the
world it was introducing free turn-by-turn voice guided walk and drive
navigation on all Nokia smartphones. The brand’s Ovi Maps enables satnav
functionality in over 70 countries.
We have created a global campaign to
celebrate this. The ‘Highway’ campaign carries the message ‘may
everyone everywhere find their way’, and features real people from around the
world using their Nokia handsets to help them reach their destinations, while
using unique modes of transport.
The work will also extend online with some
exciting digital initiatives to be announced in the coming months.
W+K creatives Tom and David said, ‘We wanted this spot to celebrate
the fact that everyone everywhere can now find their way to the people and
places they love in the most human, curious, playful and authentic way
possible. So instead of casting actors or performers we trawled the world for
what we called Happy Navigators; interesting people with interesting ways of
getting about’.
Joanne Savage, Marketing Director: Global Nokia Marketing Creation
(Focused Campaign) said, ‘At Nokia, we always start with the human problem, and
only then look to find the resolution through technology. Here, it was a
simple observation, but one which bothered us nonetheless: how in 2010 are
people still getting lost? And the answer is actually in your
pocket. Our Nokia smartphones are all GPS-enabled, so we simply decided
to give this away for free, the equivalent of a top-of-the-range satnav, for
everyone everywhere. We are really proud of Wieden + Kennedy for
producing a beautiful campaign to communicate and celebrate this.’
